Glossary of Marketing, Advertising, Internet, and Promotion Terms
1. advertising appeal
The basis or approach used in an advertising message to attract the attention or interest of consumers and/or influence their feelings toward the product, service, or cause.
2. advertising campaign
A comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea.
3. advertising creativity
The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.
4. advertising manager
The individual in an organization who is responsible for the planning, coordinating, budgeting, and implementing of the advertising program.
5. advertising specialties
Items used as giveaways to serve as a reminder or stimulate remembrance of a company or brand such as calendars, T-shirts, pens, key tags, and the like. Specialties are usually imprinted with a company or brand name and other identifying marks such as an address and phone number.
6. advertising substantiation
A Federal Trade Commission regulatory program that requires advertisers to have documentation to support the claims made in their advertisements.
7. affidavit
Notarized record of commercial announcements aired by a station, listing broadcast date and time.
8. affordable method
A method of determining the budget for advertising and promotion where all other budget areas are covered and remaining monies are available for allocation.
9. agate line
The basic unit of newspaper space equal to one column in width and 1/14 inch in height (i.e., agate lines per inch).
10. agency evaluation process
The process by which a company evaluates the performance of its advertising agency. This process includes both financial and qualitative aspects.
11. balance-of-trade deficit
A situation where the monetary value of country's imports exceeds its exports.
12. BAR
Broadcasting Advertiser Reports, an organization that monitors and reports on network and selected spot TV and network radio commercial activity. The information is useful in determining competitive spending and scheduling patterns.
13. barter
Exchange of advertising time and/or product mentions for merchandise supplied by the advertiser.
14. benefit segmentation
A method of segmenting markets on the basis of the major benefits consumers seek in a product or service.
15. billings
The amount of client money agencies spend on media purchase and other equivalent activities. Billings are often as a way of measuring the size of advertising agencies.
16. bleed
An advertisement in which all or part of the graphic material runs to the margins of the page. A premium of 15% over the basic rate is usually charged.
17. body copy
The main text portion of a print ad. Also often referred to as copy.
18. bonus packs – Special packaging that provides consumers with extra quantity of merchandise at no extra charge over the regular price.
19.bonus spot
A free announcement added to a schedule, most often to compensate for scheduling problems or to increase total volume of a package.
20. bounce back coupon
A coupon offer made to consumers as an inducement to repurchase the brand.
21. campaign
The entire advertising effort conducted within a predetermined time frame, usually with one set of advertising objectives.
22. cancellation date
The final date for deleting ordered media activity.
23. carryover effect
A delayed or lagged effect whereby the impact of advertising on sales can occur during a subsequent time period.
24. cash discount
A discount allowed by print media, usually 2% of the net, to encourage prompt payment (e.g., within 10 days)
25. category extension
The strategy of applying an existing brand name to a new product category.
26. channel
The method or medium by which communication travels from a source or sender to a receiver.
27. city zone
A category used for newspaper circulation figures that refers to a market areas composed of the city where paper is published and contiguous areas similar in character to the city.
28. clearance
To obtain a period of time in order to broadcast a program on a local station. Also refers to the ability of a station to air a schedule as ordered.
29. clients
The organizations with the products, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services.
30. closing date
The final date for contracting to run an ad in a newspaper or magazine.
14/8/52
Marketing Vocabulary
Marketing Vocabulary
1. Brand identity noun
How a company wants the consumer to see its product. The company may want the customer to see the product as a luxury item or perhaps a cheaper item.
2. Brand image noun
How a company's product is perceived (seen) by the consumer.
3. Banner ad noun
An advertisment seen on the internet, often in the form of a rectangle at the top of an internet page. It has a large headline and sometimes moving or flashing colours and images. They placed a banner ad at the top of each page.
4. Cost per inquiry (CPI) noun
The financial cost of getting one person to inquire (ask) about your product or service. This term is used in direct response advertising. The advertisment cost us $1000. As a result, we had 200 calls from customers, so CPI was $5.
5. Direct mail noun
Marketing leaflets or letters sent directly to customers or potential customers via the postal service.We used direct mail to inform our customers about our new special offer.We sent it by direct mail.
6. Macromarketing noun
When a company adapts itself (changes the product, price, image, etc.) because of changes in the market and in the industry.
Investment - Stock Market Vocabulary
7. Bid
The price a buyer is willing to offer for shares in a company.
8. Blue Chip Stocks
Stocks of leading companies with a reputation for stable growth and earnings.
9. Bond
Certificate issued by companies and governments to its lenders.
10. Capital
Money and other property of companies used in transacting the business.
11. Capital stock
All shares representing ownership of a company.
12. Commodities
Products such as agricultural products and natural resources (wood, oil and metals) that are traded on a separate, authorized commodities exchange.
13. Dividend
A portion of a company's earnings which is paid to the shareholders/stockholders on a quarterly or annual basis.
14. Equity
The value of stocks and shares; the net value of mortgaged property.
15. Equities
Stocks and shares which represent a portion of the capital of a company.
16. Futures
Contracts to buy or sell securities at a future date.
17. Insider
All those who have access to inside information concerning the company.
18. Insider dealing/trading
Buying or selling with the help of information know only to those connected with the business.
19. IPO
Initial Public Offering - selling part of a company on the stock market.
20. Issue
Put into circulation a number of a company's shares for sale.
21. Liabilities
The debts and obligations of a company or an individual.
22. Mortgage
Agreement by which a bank or building society lends money for the purchase of property, such as a house or apartment. The property is the security for the loan.
23. Mutual fund
Savings fund that uses cash from a pool of savers to buy securities such as stock, bonds and real estate.
24. Option
The right to buy and sell certain securities at a specified price and period of time.
25. Par value
Nominal face value.
26. Penny stock
Shares selling at less than $1 a share.
27. Portfolio
Various types of securities held by an individual or institution.
28. Securities
Transferable certificates showing ownership of stock, bonds, shares, options, etc.
29. Share
The capital of a company is divided into shares which entitle the owner, or shareholder, to a proportion of the profits.
30. Share certificate
Certificate representing the number of shares owned by an investor.
31. Speculator
Someone who buys and sells stocks and shares in the hope of making a profit through changes in their value.
32. Stock
Shares (portion of the capital of a business company) held by an investor.
33. Stockbroker
A licensed professional who buys and sells stocks and shares for clients in exchange for a fee, called a 'commission'.
34. Stockholder
Person who owns stocks and shares.
35. Trader
Investor who holds stocks and securities for a short time (minutes, hours or days) with the objective of making profit from short-term gains in the market. Investment is generally based on stock price rather than evaluation of the company.
36. Trading session
Period during which the Stock Exchange is open for trading.
37. Venture capital
Money raised by companies to finance new ventures in exchange for percentage ownership.
38. Yield
Return on investment shown as a percentage.
Reference :
http://www.speakspeak.com/html/d2k2_marketing_words_vocabulary.htm. 12 July 2009.
http://www.learn-english-today.com/business-english/investment-vocabulary.htm. 12 July 2009.
1. Brand identity noun
How a company wants the consumer to see its product. The company may want the customer to see the product as a luxury item or perhaps a cheaper item.
2. Brand image noun
How a company's product is perceived (seen) by the consumer.
3. Banner ad noun
An advertisment seen on the internet, often in the form of a rectangle at the top of an internet page. It has a large headline and sometimes moving or flashing colours and images. They placed a banner ad at the top of each page.
4. Cost per inquiry (CPI) noun
The financial cost of getting one person to inquire (ask) about your product or service. This term is used in direct response advertising. The advertisment cost us $1000. As a result, we had 200 calls from customers, so CPI was $5.
5. Direct mail noun
Marketing leaflets or letters sent directly to customers or potential customers via the postal service.We used direct mail to inform our customers about our new special offer.We sent it by direct mail.
6. Macromarketing noun
When a company adapts itself (changes the product, price, image, etc.) because of changes in the market and in the industry.
Investment - Stock Market Vocabulary
7. Bid
The price a buyer is willing to offer for shares in a company.
8. Blue Chip Stocks
Stocks of leading companies with a reputation for stable growth and earnings.
9. Bond
Certificate issued by companies and governments to its lenders.
10. Capital
Money and other property of companies used in transacting the business.
11. Capital stock
All shares representing ownership of a company.
12. Commodities
Products such as agricultural products and natural resources (wood, oil and metals) that are traded on a separate, authorized commodities exchange.
13. Dividend
A portion of a company's earnings which is paid to the shareholders/stockholders on a quarterly or annual basis.
14. Equity
The value of stocks and shares; the net value of mortgaged property.
15. Equities
Stocks and shares which represent a portion of the capital of a company.
16. Futures
Contracts to buy or sell securities at a future date.
17. Insider
All those who have access to inside information concerning the company.
18. Insider dealing/trading
Buying or selling with the help of information know only to those connected with the business.
19. IPO
Initial Public Offering - selling part of a company on the stock market.
20. Issue
Put into circulation a number of a company's shares for sale.
21. Liabilities
The debts and obligations of a company or an individual.
22. Mortgage
Agreement by which a bank or building society lends money for the purchase of property, such as a house or apartment. The property is the security for the loan.
23. Mutual fund
Savings fund that uses cash from a pool of savers to buy securities such as stock, bonds and real estate.
24. Option
The right to buy and sell certain securities at a specified price and period of time.
25. Par value
Nominal face value.
26. Penny stock
Shares selling at less than $1 a share.
27. Portfolio
Various types of securities held by an individual or institution.
28. Securities
Transferable certificates showing ownership of stock, bonds, shares, options, etc.
29. Share
The capital of a company is divided into shares which entitle the owner, or shareholder, to a proportion of the profits.
30. Share certificate
Certificate representing the number of shares owned by an investor.
31. Speculator
Someone who buys and sells stocks and shares in the hope of making a profit through changes in their value.
32. Stock
Shares (portion of the capital of a business company) held by an investor.
33. Stockbroker
A licensed professional who buys and sells stocks and shares for clients in exchange for a fee, called a 'commission'.
34. Stockholder
Person who owns stocks and shares.
35. Trader
Investor who holds stocks and securities for a short time (minutes, hours or days) with the objective of making profit from short-term gains in the market. Investment is generally based on stock price rather than evaluation of the company.
36. Trading session
Period during which the Stock Exchange is open for trading.
37. Venture capital
Money raised by companies to finance new ventures in exchange for percentage ownership.
38. Yield
Return on investment shown as a percentage.
Reference :
http://www.speakspeak.com/html/d2k2_marketing_words_vocabulary.htm. 12 July 2009.
http://www.learn-english-today.com/business-english/investment-vocabulary.htm. 12 July 2009.
SWOT analysis
SWOT analysis
SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.
-
//
Strategic and Creative Use of SWOT Analysis
1.Strategic Use: Orienting SWOTs to An Objective
Illustrative diagram of SWOT analysis
A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. An example of a strategic planning technique that incorporates an objective-driven SWOT analysis is Strategic Creative Analysis (SCAN). Strategic Planning, including SWOT and SCAN analysis, has been the subject of much research.
· Strengths: attributes of the person or company that are helpful to achieving the objective.
· Weaknesses: attributes of the person or company that are harmful to achieving the objective.
· Opportunities: external conditions that are helpful to achieving the objective.
· Threats: external conditions which could do damage to the business's performance.
Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs.
First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated.
The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses, opportunities and threats. It is particularly helpful in identifying areas for development.
2.Creative Use of SWOTs: Generating Strategies
If, on the other hand, the objective seems attainable, the SWOTs are used as inputs to the creative generation of possible strategies, by asking and answering each of the following four questions, many times:
· How can we Use and Capitalize on each Strength?
· How can we Improve each Weakness?
· How can we Exploit and Benefit from each Opportunity?
· How can we Mitigate each Threat?
Ideally a cross-functional team or a task force that represents a broad range of perspectives should carry out the SWOT analysis. For example, a SWOT team may include an accountant, a salesperson, an executive manager, an engineer, and an ombudsman.
-Matching and converting
Another way of utilizing SWOT is matching and converting.
Matching is used to find competitive advantages by matching the strengths to opportunities.
Converting is to apply conversion strategies to convert threats or weaknesses into strengths or opportunities.
An example of conversion strategy is to find new markets.
If the threats or weaknesses cannot be converted a company should try to minimize or avoid them.
1.Evidence on the Use of SWOT
SWOT analysis may limit the strategies considered in the evaluation. "In addition, people who use SWOT might conclude that they have done an adequate job of planning and ignore such sensible things as defining the firm's objectives or calculating ROI for alternate strategies." Findings from Menon et al. (1999) and Hill and Westbrook (1997) have shown that SWOT may harm performance. As an alternative to SWOT, J. Scott Armstrong describes a 5-step approach alternative that leads to better corporate performance.
These criticisms are addressed to an old version of SWOT analysis that precedes the SWOT analysis described above under the heading "Strategic and Creative Use of SWOT Analysis." This old version did not require that SWOTs be derived from an agreed upon objective. Examples of SWOT analyses that do not state an objective are provided below under "Human Resources" and "Marketing."
-Internal and external factors
The aim of any SWOT analysis is to identify the key internal and external factors that are important to achieving the objective. These come from within the company's unique value chain. SWOT analysis groups key pieces of information into two main categories:
· Internal factors – The strengths and weaknesses internal to the organization. - Use a PRIMO-Fanalysis to help identify factors
· External factors – The opportunities and threats presented by the external environment to the organization. - Use a PEST or PESTLE analysis to help identify factors
The internal factors may be viewed as strengths or weaknesses depending upon their impact on the organization's objectives. What may represent strengths with respect to one objective may be weaknesses for another objective. The factors may include all of the 4P's; as well as personnel, finance, manufacturing capabilities, and so on. The external factors may include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position. The results are often presented in the form of a matrix.
SWOT analysis is just one method of categorization and has its own weaknesses. For example, it may tend to persuade companies to compile lists rather than think about what is actually important in achieving objectives. It also presents the resulting lists uncritically and without clear prioritization so that, for example, weak opportunities may appear to balance strong threats.
It is prudent not to eliminate too quickly any candidate SWOT entry. The importance of individual SWOTs will be revealed by the value of the strategies it generates. A SWOT item that produces valuable strategies is important. A SWOT item that generates no strategies is not important.
-Use of SWOT Analysis
The usefulness of SWOT analysis is not limited to profit-seeking organizations. SWOT analysis may be used in any decision-making situation when a desired end-state (objective) has been defined. Examples include: non-profit organizations, governmental units, and individuals. SWOT analysis may also be used in pre-crisis planning and preventive crisis management. SWOT analysis may also be used in creating a recommendation during a viability study.
-SWOT-landscape analysis
The SWOT-landscape grabs different managerial situations by visualizing and foreseeing the dynamic performance of comparable objects according to findings by Brendan Kitts, Leif Edvinsson and Tord Beding (2000).
Changes in relative performance are continuously identified. Projects (or other units of measurements) that could be potential risk or opportunity objects are highlighted.
SWOT-landscape also indicates which underlying strength/weakness factors that have had or likely will have highest influence in the context of value in use (for ex. capital value fluctuations).
-Corporate planning
As part of the development of strategies and plans to enable the organization to achieve its objectives, then that organization will use a systematic/rigorous process known as corporate planning. SWOT alongside PEST/PESTLE can be used as a basis for the analysis of business and environmental factors.
· Set objectives – defining what the organization is going to do
· Environmental scanning
o Internal appraisals of the organization's SWOT, this needs to include an assessment of the present situation as well as a portfolio of products/services and an analysis of the product/service life cycle
· Analysis of existing strategies, this should determine relevance from the results of an internal/external appraisal. This may include gap analysis which will look at environmental factors
· Strategic Issues defined – key factors in the development of a corporate plan which needs to be addressed by the organization
· Develop new/revised strategies – revised analysis of strategic issues may mean the objectives need to change
· Establish critical success factors – the achievement of objectives and strategy implementation
· Preparation of operational, resource, projects plans for strategy implementation
· Monitoring results – mapping against plans, taking corrective action which may mean amending objectives/strategies.
1.Marketing
Main article: Marketing management
In many competitor analyses, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors.
Marketing management often finds it necessary to invest in research to collect the data required to perform accurate marketing analysis. Accordingly, management often conducts market research (alternately marketing research) to obtain this information. Marketers employ a variety of techniques to conduct market research, but some of the more common include:
· Qualitative marketing research, such as focus groups
· Quantitative marketing research, such as statistical surveys
· Experimental techniques such as test markets
· Observational techniques such as ethnographic (on-site) observation
· Marketing managers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and inform the company's marketing analysis.
Using SWOT to analyse the market position of a small management consultancy with specialism in HRM.
Strengths
Weaknesses
Opportunities
Threats
Reputation in marketplace
Shortage of consultants at operating level rather than partner level
Well established position with a well defined market niche.
Large consultancies operating at a minor level
Expertise at partner level in HRM consultancy
Unable to deal with multi-disciplinary assignments because of size or lack of ability
Identified market for consultancy in areas other than HRM
Other small consultancies looking to invade the marketplace
Track record – successful assignments
strength- market related , finance related , operational related , research and development related, hr related
market related- product quality, packaging , advertisement, service, distribution channel finance related- optimum debt/equity ratio, number of share holders, inventory size , optimum use of the financial resources, low cost of borrowings proper investment of the financial products
operational related- low cost , higher productivity , excellent quality , modernized technology,
References
http://en.wikipedia.org/wiki/SWOT_analysis
http://th.wikipedia.org/wiki/SWOT_Analysis
http://images.google.co.th/images?hl=th&q=swot+analysis&um=1&ie
=UTF8&ei=DBk3SpGJGYqgkQWijcmiDQ&sa=X&oi=image_result_group&resnum=4&ct=title
www.mindtools.com/pages/article/newTMC_05.htm
16/06/09
SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.
-
//
Strategic and Creative Use of SWOT Analysis
1.Strategic Use: Orienting SWOTs to An Objective
Illustrative diagram of SWOT analysis
A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. An example of a strategic planning technique that incorporates an objective-driven SWOT analysis is Strategic Creative Analysis (SCAN). Strategic Planning, including SWOT and SCAN analysis, has been the subject of much research.
· Strengths: attributes of the person or company that are helpful to achieving the objective.
· Weaknesses: attributes of the person or company that are harmful to achieving the objective.
· Opportunities: external conditions that are helpful to achieving the objective.
· Threats: external conditions which could do damage to the business's performance.
Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs.
First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated.
The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses, opportunities and threats. It is particularly helpful in identifying areas for development.
2.Creative Use of SWOTs: Generating Strategies
If, on the other hand, the objective seems attainable, the SWOTs are used as inputs to the creative generation of possible strategies, by asking and answering each of the following four questions, many times:
· How can we Use and Capitalize on each Strength?
· How can we Improve each Weakness?
· How can we Exploit and Benefit from each Opportunity?
· How can we Mitigate each Threat?
Ideally a cross-functional team or a task force that represents a broad range of perspectives should carry out the SWOT analysis. For example, a SWOT team may include an accountant, a salesperson, an executive manager, an engineer, and an ombudsman.
-Matching and converting
Another way of utilizing SWOT is matching and converting.
Matching is used to find competitive advantages by matching the strengths to opportunities.
Converting is to apply conversion strategies to convert threats or weaknesses into strengths or opportunities.
An example of conversion strategy is to find new markets.
If the threats or weaknesses cannot be converted a company should try to minimize or avoid them.
1.Evidence on the Use of SWOT
SWOT analysis may limit the strategies considered in the evaluation. "In addition, people who use SWOT might conclude that they have done an adequate job of planning and ignore such sensible things as defining the firm's objectives or calculating ROI for alternate strategies." Findings from Menon et al. (1999) and Hill and Westbrook (1997) have shown that SWOT may harm performance. As an alternative to SWOT, J. Scott Armstrong describes a 5-step approach alternative that leads to better corporate performance.
These criticisms are addressed to an old version of SWOT analysis that precedes the SWOT analysis described above under the heading "Strategic and Creative Use of SWOT Analysis." This old version did not require that SWOTs be derived from an agreed upon objective. Examples of SWOT analyses that do not state an objective are provided below under "Human Resources" and "Marketing."
-Internal and external factors
The aim of any SWOT analysis is to identify the key internal and external factors that are important to achieving the objective. These come from within the company's unique value chain. SWOT analysis groups key pieces of information into two main categories:
· Internal factors – The strengths and weaknesses internal to the organization. - Use a PRIMO-Fanalysis to help identify factors
· External factors – The opportunities and threats presented by the external environment to the organization. - Use a PEST or PESTLE analysis to help identify factors
The internal factors may be viewed as strengths or weaknesses depending upon their impact on the organization's objectives. What may represent strengths with respect to one objective may be weaknesses for another objective. The factors may include all of the 4P's; as well as personnel, finance, manufacturing capabilities, and so on. The external factors may include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position. The results are often presented in the form of a matrix.
SWOT analysis is just one method of categorization and has its own weaknesses. For example, it may tend to persuade companies to compile lists rather than think about what is actually important in achieving objectives. It also presents the resulting lists uncritically and without clear prioritization so that, for example, weak opportunities may appear to balance strong threats.
It is prudent not to eliminate too quickly any candidate SWOT entry. The importance of individual SWOTs will be revealed by the value of the strategies it generates. A SWOT item that produces valuable strategies is important. A SWOT item that generates no strategies is not important.
-Use of SWOT Analysis
The usefulness of SWOT analysis is not limited to profit-seeking organizations. SWOT analysis may be used in any decision-making situation when a desired end-state (objective) has been defined. Examples include: non-profit organizations, governmental units, and individuals. SWOT analysis may also be used in pre-crisis planning and preventive crisis management. SWOT analysis may also be used in creating a recommendation during a viability study.
-SWOT-landscape analysis
The SWOT-landscape grabs different managerial situations by visualizing and foreseeing the dynamic performance of comparable objects according to findings by Brendan Kitts, Leif Edvinsson and Tord Beding (2000).
Changes in relative performance are continuously identified. Projects (or other units of measurements) that could be potential risk or opportunity objects are highlighted.
SWOT-landscape also indicates which underlying strength/weakness factors that have had or likely will have highest influence in the context of value in use (for ex. capital value fluctuations).
-Corporate planning
As part of the development of strategies and plans to enable the organization to achieve its objectives, then that organization will use a systematic/rigorous process known as corporate planning. SWOT alongside PEST/PESTLE can be used as a basis for the analysis of business and environmental factors.
· Set objectives – defining what the organization is going to do
· Environmental scanning
o Internal appraisals of the organization's SWOT, this needs to include an assessment of the present situation as well as a portfolio of products/services and an analysis of the product/service life cycle
· Analysis of existing strategies, this should determine relevance from the results of an internal/external appraisal. This may include gap analysis which will look at environmental factors
· Strategic Issues defined – key factors in the development of a corporate plan which needs to be addressed by the organization
· Develop new/revised strategies – revised analysis of strategic issues may mean the objectives need to change
· Establish critical success factors – the achievement of objectives and strategy implementation
· Preparation of operational, resource, projects plans for strategy implementation
· Monitoring results – mapping against plans, taking corrective action which may mean amending objectives/strategies.
1.Marketing
Main article: Marketing management
In many competitor analyses, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors.
Marketing management often finds it necessary to invest in research to collect the data required to perform accurate marketing analysis. Accordingly, management often conducts market research (alternately marketing research) to obtain this information. Marketers employ a variety of techniques to conduct market research, but some of the more common include:
· Qualitative marketing research, such as focus groups
· Quantitative marketing research, such as statistical surveys
· Experimental techniques such as test markets
· Observational techniques such as ethnographic (on-site) observation
· Marketing managers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and inform the company's marketing analysis.
Using SWOT to analyse the market position of a small management consultancy with specialism in HRM.
Strengths
Weaknesses
Opportunities
Threats
Reputation in marketplace
Shortage of consultants at operating level rather than partner level
Well established position with a well defined market niche.
Large consultancies operating at a minor level
Expertise at partner level in HRM consultancy
Unable to deal with multi-disciplinary assignments because of size or lack of ability
Identified market for consultancy in areas other than HRM
Other small consultancies looking to invade the marketplace
Track record – successful assignments
strength- market related , finance related , operational related , research and development related, hr related
market related- product quality, packaging , advertisement, service, distribution channel finance related- optimum debt/equity ratio, number of share holders, inventory size , optimum use of the financial resources, low cost of borrowings proper investment of the financial products
operational related- low cost , higher productivity , excellent quality , modernized technology,
References
http://en.wikipedia.org/wiki/SWOT_analysis
http://th.wikipedia.org/wiki/SWOT_Analysis
http://images.google.co.th/images?hl=th&q=swot+analysis&um=1&ie
=UTF8&ei=DBk3SpGJGYqgkQWijcmiDQ&sa=X&oi=image_result_group&resnum=4&ct=title
www.mindtools.com/pages/article/newTMC_05.htm
16/06/09
Gift the Best - Gift of Life
Gift the Best - Gift of Life
Issued By
1. Miss Kanoknapa Sriwatthanasakunchai Code : 5030301124
2. Miss Waewwalee Meechai Code : 5230304111
3. Miss Rapeepan Boonkerd Code : 5230305120
4. Mrs. Athithan Bandasak Code : 5230305134
Reported To
Instructor: Piyachat Dhephasadin Na Ayuthaya
This report is a part of subject Public speaking in English
Term 1/2552
Title: Gift the best gift of life.
General Purpose: To motivate and sharing.
Specific Purpose: To share the gift of life is the most amazing gift
Anybody can give.
Central Idea: How to take organ donation one board and give someone the ultimate gift after you have lifted this earth.
Gift the Best – Gift of Life
Ladies and gentlemen, today I am here to share with you my views on organ donation, in the hope that you will take them on board and give someone the ultimate gift after you have left this earth - the gift of life.
Ladies and gentlemen, nowadays there are 2,392 patients suffering from the malfunction of vital organs such as heart, liver, kidney, lung, etc. on the transplant. It about 0.13 percentages of patients can get transplant organ.
Every day between 5 and 6 people die whilst waiting for a transplant. Again you may say not a lot - but in the average mans’ lifetime the death toll is 1,825 - almost two thousand people. Ladies and gentlemen you can help by donating your vital organs after you have passed away you can save lives.
Most people can donate organs and or tissue. All people of all ages should consider themselves potential organ and tissue donors. There are few absolute exclusions (HIV positive, active cancer, systemic infection) and no strict upper or lower age limits.
So, how can you help? All you to do are get in touch at The Thai Red Cross Society. Fill out an intention form. Confirm that the given address corresponds with shown on the residence registration. (Please indicate if you wish to have the donor ID card mailed to a different address), type and mail the intention from to the Organ Donation Center, Thai Red Cross. Once the form is received and processed, your donor ID card will be sent to the address you have indicated. After receiving the ID card, make sure you put your name and details of the donation on it. Keep the ID card. If it is lost or stolen, contact the Organ Donation Center, Thai Red Cross.
What can be donated?
Blood Donation, Blood plays a vital role in saving human life, and because scientists have yet to succeed in discovering a suitable replacement for blood, blood donation remains the most important means for transferring blood from one human to another.
Blood donation refers to the giving of extra blood that is unnecessary for the body to someone in need. Giving blood is by no means dangerous because the human body normally contains 17-18 glasses of blood, of which only 15-16 is actually used. The extra portion can be donated to others.
Blood donation can be done as often as every 3 months. This is because when some blood has been donated, the bone marrow plays an important role in producing new blood cells to replace blood loss to maintain the same blood volume. If one does not donate blood, the body will routinely excrete the degenerated blood cells in the form of urine, feces, or sweat. The process of blood donation usually takes approximately 15 minutes. 350-450 c.c. of blood, depending on the donor's weight, will be stored in a blood bag.
Eye Donation, to help patients with cornea problem which are of many types: blurred cornea or swollen cornea caused by accidents, chemicals, infection, congenital cornea diseases, cornea with abnormal curvature, broken cornea, to make white spots on the pupil disappear, with no concern about the eye’s seeing function. This practice is not widely done in Thailand because, as the number of donated corneas is still limited. It is important to reserve the donated corneas of those who have hope for improved vision.
Once a person is dead, his/her eyes will deteriorate and decay just like any other organs. This explains why it is very important for the eyes to be stored as soon as possible within 6 hours. Otherwise, the eyes can no longer be used. Moreover, it is advisable that the corpse be free of formalin or other preservative until the eyes are removed.
Organ Donation, Nowadays there are a large number of terminal patients suffering from the malfunction of vital organs such as heart, liver, kidney, lung, etc. The best medical way out for these patients is organ transplant, which is made possible with organs donated by the deceased themselves or by the relatives’ decision to help others. This will be extended the patient’s life so that they can go on contributing to their family and society. New organs that can be transplanted are heart, liver, kidney, lung, pancreas, bone, etc.
Body Donation for Studies, The donation of bodies for medical studies creates great merit. The act of giving creates happiness in both parties the donor is pound of giving while the recipient received what he/she needs.
In donation bodies for medical studies, the donor is the greatest giver willing to give up his body to people he has never net, hoping that those who examine this body will use whichever discovery they make for the benefit of the human race. Expecting nothing in return, the donor has committed the final great deed of life in the hope that those left behind will no longer have to suffer from the same diseases or ailments he did.
Body donation for medical studies brings many benefits in terms of education, health care and morality, which will lead to future social development. Medical personnel, especially in the field of medical research studies, need to learn from human bodies in order to receive important guidelines for treating patients in the future.
Where can donate?
You can contact or need more information at Organs Donation Center, Thai Red Cross. Therdprakiet Somdej Phrayanasungworn (Charoen Suwanttana) Building, 5th Floor, Henry Dunant Road, Pathumwan. Bangkok 10330. Call center 1666.
Ladies and gentlemen - the gift of life is the most amazing gift anybody can give. How I see things, and what made me become a donor, is that after I am gone I will have no use for my organs. So why should I deprive someone else from using them.
Please consider what I have said today. Thank you.
---------
Issued By
1. Miss Kanoknapa Sriwatthanasakunchai Code : 5030301124
2. Miss Waewwalee Meechai Code : 5230304111
3. Miss Rapeepan Boonkerd Code : 5230305120
4. Mrs. Athithan Bandasak Code : 5230305134
Reported To
Instructor: Piyachat Dhephasadin Na Ayuthaya
This report is a part of subject Public speaking in English
Term 1/2552
Title: Gift the best gift of life.
General Purpose: To motivate and sharing.
Specific Purpose: To share the gift of life is the most amazing gift
Anybody can give.
Central Idea: How to take organ donation one board and give someone the ultimate gift after you have lifted this earth.
Gift the Best – Gift of Life
Ladies and gentlemen, today I am here to share with you my views on organ donation, in the hope that you will take them on board and give someone the ultimate gift after you have left this earth - the gift of life.
Ladies and gentlemen, nowadays there are 2,392 patients suffering from the malfunction of vital organs such as heart, liver, kidney, lung, etc. on the transplant. It about 0.13 percentages of patients can get transplant organ.
Every day between 5 and 6 people die whilst waiting for a transplant. Again you may say not a lot - but in the average mans’ lifetime the death toll is 1,825 - almost two thousand people. Ladies and gentlemen you can help by donating your vital organs after you have passed away you can save lives.
Most people can donate organs and or tissue. All people of all ages should consider themselves potential organ and tissue donors. There are few absolute exclusions (HIV positive, active cancer, systemic infection) and no strict upper or lower age limits.
So, how can you help? All you to do are get in touch at The Thai Red Cross Society. Fill out an intention form. Confirm that the given address corresponds with shown on the residence registration. (Please indicate if you wish to have the donor ID card mailed to a different address), type and mail the intention from to the Organ Donation Center, Thai Red Cross. Once the form is received and processed, your donor ID card will be sent to the address you have indicated. After receiving the ID card, make sure you put your name and details of the donation on it. Keep the ID card. If it is lost or stolen, contact the Organ Donation Center, Thai Red Cross.
What can be donated?
Blood Donation, Blood plays a vital role in saving human life, and because scientists have yet to succeed in discovering a suitable replacement for blood, blood donation remains the most important means for transferring blood from one human to another.
Blood donation refers to the giving of extra blood that is unnecessary for the body to someone in need. Giving blood is by no means dangerous because the human body normally contains 17-18 glasses of blood, of which only 15-16 is actually used. The extra portion can be donated to others.
Blood donation can be done as often as every 3 months. This is because when some blood has been donated, the bone marrow plays an important role in producing new blood cells to replace blood loss to maintain the same blood volume. If one does not donate blood, the body will routinely excrete the degenerated blood cells in the form of urine, feces, or sweat. The process of blood donation usually takes approximately 15 minutes. 350-450 c.c. of blood, depending on the donor's weight, will be stored in a blood bag.
Eye Donation, to help patients with cornea problem which are of many types: blurred cornea or swollen cornea caused by accidents, chemicals, infection, congenital cornea diseases, cornea with abnormal curvature, broken cornea, to make white spots on the pupil disappear, with no concern about the eye’s seeing function. This practice is not widely done in Thailand because, as the number of donated corneas is still limited. It is important to reserve the donated corneas of those who have hope for improved vision.
Once a person is dead, his/her eyes will deteriorate and decay just like any other organs. This explains why it is very important for the eyes to be stored as soon as possible within 6 hours. Otherwise, the eyes can no longer be used. Moreover, it is advisable that the corpse be free of formalin or other preservative until the eyes are removed.
Organ Donation, Nowadays there are a large number of terminal patients suffering from the malfunction of vital organs such as heart, liver, kidney, lung, etc. The best medical way out for these patients is organ transplant, which is made possible with organs donated by the deceased themselves or by the relatives’ decision to help others. This will be extended the patient’s life so that they can go on contributing to their family and society. New organs that can be transplanted are heart, liver, kidney, lung, pancreas, bone, etc.
Body Donation for Studies, The donation of bodies for medical studies creates great merit. The act of giving creates happiness in both parties the donor is pound of giving while the recipient received what he/she needs.
In donation bodies for medical studies, the donor is the greatest giver willing to give up his body to people he has never net, hoping that those who examine this body will use whichever discovery they make for the benefit of the human race. Expecting nothing in return, the donor has committed the final great deed of life in the hope that those left behind will no longer have to suffer from the same diseases or ailments he did.
Body donation for medical studies brings many benefits in terms of education, health care and morality, which will lead to future social development. Medical personnel, especially in the field of medical research studies, need to learn from human bodies in order to receive important guidelines for treating patients in the future.
Where can donate?
You can contact or need more information at Organs Donation Center, Thai Red Cross. Therdprakiet Somdej Phrayanasungworn (Charoen Suwanttana) Building, 5th Floor, Henry Dunant Road, Pathumwan. Bangkok 10330. Call center 1666.
Ladies and gentlemen - the gift of life is the most amazing gift anybody can give. How I see things, and what made me become a donor, is that after I am gone I will have no use for my organs. So why should I deprive someone else from using them.
Please consider what I have said today. Thank you.
---------
Marketing mix
Marketing mix
The four main fields of the Marketing mix.
The marketing mix is generally accepted as the use and specification of the 'four P's' describing the strategic position of a product in the marketplace. One version of the marketing mix originated in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. This version was used in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term "marketing-mix". A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which has seen wide use. The four Ps concept is explained in most marketing textbooks and classes.
1.Definition
The 'marketing mix' is a set of controllable, tactical marketing tools that work together to achieve company's objectives
2.Four Ps
Elements of the marketing mix are often referred to as 'the four Ps':
Product A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism industry & the hotel industry. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system.
Price The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.
Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.
Promotion Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from and cinema commercials, radio and Internet adverts through print media and billboards. One of the most notable means of promotion today is the Promotional Product, as in useful items distributed to targeted audiences with no obligation attached. This category has grown each year for the past decade while most other forms have suffered. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above).
Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Making large changes in any of the four Ps can be considered strategic. For example, a large change in the price, say from $19.00 to $39.00 would be considered a strategic change in the position of the product. However a change of $130 to $129.99 would be considered a tactical change, potentially related to a promotional offer.
The term 'marketing mix' however, does not imply that the 4P elements represent options. They are not trade-offs but are fundamental marketing issues that always need to be addressed. They are the fundamental actions that marketing requires whether determined explicitly or by default.
3.Extended marketing mix
There have been attempts to develop an 'extended marketing mix' to better accommodate specific aspects of marketing.
For example, in the 1970s, Nickels and Jolson suggested the inclusion of packaging.
In the 1980s Kotler proposed public opinion and political power and Booms and Bitner included three additional 'Ps' to accommodate trends towards a service or knowledge based economy:
People all people who directly or indirectly influence the perceived value of the product or service, including knowledge workers, employees, management and consumers.
Process procedures, mechanisms and flow of activities which lead to an exchange of value.
Physical evidence the direct sensory experience of a product or service that allows a customer to measure whether he or she has received value. Examples might include the way a customer is treated by a staff member, or the length of time a customer has to wait, or a cover letter from an insurance company, or the environment in which a product or service is delivered.
4.Four Cs
The Four Ps is also being replaced by the Four Cs model, consisting of consumer, cost, convenience, and communication. The Four Cs model is more consumer-oriented and fits better in the movement from mass marketing to niche marketing. The product part of the Four Ps model is replaced by consumer or consumer models, shifting the focus to satisfying the consumer. Pricing is replaced by cost, reflecting the reality that price is set by the market, not necessarily by the firm (if the price is too high, the firm will not sell enough and be forced to lower the price). Thus, the firm must focus on cost considerations rather than on what the correct price is to set. Place is replaced by the convenience function. With the rise of internet and hybrid models of purchasing, place is no longer relevant. Convenience takes into account the ease to buy a product, find a product, find information about a product, and several other considerations. Finally, the promotions feature is replaced by communication. Communications represents a broader focus than simply promotions. Communications can include advertising, public relations, personal selling, viral advertising, and any form of communication between the firm and the consumer
The four main fields of the Marketing mix.
References
http://blog.gootum.com/e-marketing-blog/product-price-place-promotion
http://en.wikipedia.org/wiki/Marketing_mix
http://images.google.co.th/images?hl=th&q=marketing+mix&um=1&ie=UTF
8&ei=wDcrSqbADsuXkQXZzcWCCw&sa=X&oi=image_result_group&resnum=5&ct=title
The four main fields of the Marketing mix.
The marketing mix is generally accepted as the use and specification of the 'four P's' describing the strategic position of a product in the marketplace. One version of the marketing mix originated in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. This version was used in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term "marketing-mix". A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which has seen wide use. The four Ps concept is explained in most marketing textbooks and classes.
1.Definition
The 'marketing mix' is a set of controllable, tactical marketing tools that work together to achieve company's objectives
2.Four Ps
Elements of the marketing mix are often referred to as 'the four Ps':
Product A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism industry & the hotel industry. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system.
Price The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.
Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.
Promotion Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from and cinema commercials, radio and Internet adverts through print media and billboards. One of the most notable means of promotion today is the Promotional Product, as in useful items distributed to targeted audiences with no obligation attached. This category has grown each year for the past decade while most other forms have suffered. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above).
Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Making large changes in any of the four Ps can be considered strategic. For example, a large change in the price, say from $19.00 to $39.00 would be considered a strategic change in the position of the product. However a change of $130 to $129.99 would be considered a tactical change, potentially related to a promotional offer.
The term 'marketing mix' however, does not imply that the 4P elements represent options. They are not trade-offs but are fundamental marketing issues that always need to be addressed. They are the fundamental actions that marketing requires whether determined explicitly or by default.
3.Extended marketing mix
There have been attempts to develop an 'extended marketing mix' to better accommodate specific aspects of marketing.
For example, in the 1970s, Nickels and Jolson suggested the inclusion of packaging.
In the 1980s Kotler proposed public opinion and political power and Booms and Bitner included three additional 'Ps' to accommodate trends towards a service or knowledge based economy:
People all people who directly or indirectly influence the perceived value of the product or service, including knowledge workers, employees, management and consumers.
Process procedures, mechanisms and flow of activities which lead to an exchange of value.
Physical evidence the direct sensory experience of a product or service that allows a customer to measure whether he or she has received value. Examples might include the way a customer is treated by a staff member, or the length of time a customer has to wait, or a cover letter from an insurance company, or the environment in which a product or service is delivered.
4.Four Cs
The Four Ps is also being replaced by the Four Cs model, consisting of consumer, cost, convenience, and communication. The Four Cs model is more consumer-oriented and fits better in the movement from mass marketing to niche marketing. The product part of the Four Ps model is replaced by consumer or consumer models, shifting the focus to satisfying the consumer. Pricing is replaced by cost, reflecting the reality that price is set by the market, not necessarily by the firm (if the price is too high, the firm will not sell enough and be forced to lower the price). Thus, the firm must focus on cost considerations rather than on what the correct price is to set. Place is replaced by the convenience function. With the rise of internet and hybrid models of purchasing, place is no longer relevant. Convenience takes into account the ease to buy a product, find a product, find information about a product, and several other considerations. Finally, the promotions feature is replaced by communication. Communications represents a broader focus than simply promotions. Communications can include advertising, public relations, personal selling, viral advertising, and any form of communication between the firm and the consumer
The four main fields of the Marketing mix.
References
http://blog.gootum.com/e-marketing-blog/product-price-place-promotion
http://en.wikipedia.org/wiki/Marketing_mix
http://images.google.co.th/images?hl=th&q=marketing+mix&um=1&ie=UTF
8&ei=wDcrSqbADsuXkQXZzcWCCw&sa=X&oi=image_result_group&resnum=5&ct=title
INCREASING YOUR SALES IS A PHONE CALL AWAY!
INCREASING YOUR SALES IS A PHONE CALL AWAY!
by Kamau Austin
I have noticed that many E business people lack the sales skills of traditional business people. Perhaps this is because, the Internet has made it easier for all people to make attempts at business on-line. A digital business is nevertheless a business, and you will need traditional sales skills to be successful in running an on-line business. In this column, I will cover basic sales skills, to inform you on more effective sales techniques that will generate more sales revenue for your business. Lets start by examining the sales process because, it is the life blood of any viable business. "The Sales and Marketing Marriage...for Better or Worst" Due to the pressure of the 24/7 barrage of telemarketers and sales persons always pushing their goods at us, what may come to mind, when we think of the sales process and profession, is: the high pressure art of persuasion. However, sales when informed by its marriage partner marketing, is simply-- helping people to buy! Sales and marketing are in a marriage because, these two are in a "for better or for worst" inseparable relationship. For instance, if you have done your marketing planning and research effectively (i.e. you know you have a substantial market for your products or services) your sales will be for the better. The opposite will be true, if your marketing is shaky, and of course your sales will be for the worst. Hot Tip--------------------------------------------------------- If you haven't developed, or need help with, your Internet marketing plan, Planning Your Internet Marketing Strategy, by Dr. Ralph F. Wilson AKA Dr. E Biz, is the best book on the subject. You can read my review of the book by clicking here: http://www.einfonews.com/ereviews/planningim.htm ---------------------------------------------------------------- We will assume that you have done some marketing research and therefore, you need a sales strategy. Usually the more expensive, difficult, and sophisticated your products and services are, the more you will be need to use - in person sales. For example, if you need to sell high priced items like jet planes, display advertising, real estate, and automobiles you will need an in person sales strategy. These sales people will need to be highly trained specialist or executive sales people. Moreover, Selling $2000.00 vacuum cleaners door-to-door, also a difficult sales job (although not executive sales), you will also need in person sales people. To change gears, if you are selling lower cost high volume ticket items like classified advertising, long distance phone service, or broadband service it isn't feasible to hire in person sales persons because a telesales person will be more efficient. On the other side of the spectrum, if you are selling lower cost e books, web applications/ASPs, or shareware: selling on a web site will be more than adequate and effective. "You will need the telephone to seal the deal" Now that we have those preliminary things out of the way, it is important to note that the telephone will become a pivotal tool in the sales of most businesses. This is because, although the Internet is the medium of e business, communicating with the human voice is still our more natural way to communicate. Therefore, many times interest may be created on-line but, you will need the telephone to seal the deal. Even executive sales people have to use the phone initially to book their initial appointment, to later discuss their business proposals or make presentations in person. Hot Tip--------------------------------------------------------- Keep the development of phone sales skills in mind especially, given the new trend of tele-courses and seminars, where you sell back-end products on teleconference calls. ---------------------------------------------------------------- In light of these factors, in many cases you will have to master phone sales for high priced and medium priced ticket items. The initial sales pitch over the phone, will in most cases, make or break your sales presentation. In our next issue of Keep It Real... Profitable!, we will discuss the structure of an initial sales pitch over the phone. We will examine what are the ingredients to a great sales pitch, that will get your foot in the door. Kamau Austin, helps small and minority business make more money, by creating, search friendly web sites. He is the owner of http://www.Ebizbydesign.com , http://www.Einfonews.com , and the creator of the Free Search Engine Promotion Tele-course at: http://www.SearchEngineplan.com . He can be reached called free at 866-324-9669. More articles on MARKETING-STRATEGIES Increasing Your Sales Is A Phone Call Away!
Ref.
http://www.nonstopenglish.com/reading/articles/Increasing-Your-Sales-Is-A-Phone-Call-Away.asp
by Kamau Austin
I have noticed that many E business people lack the sales skills of traditional business people. Perhaps this is because, the Internet has made it easier for all people to make attempts at business on-line. A digital business is nevertheless a business, and you will need traditional sales skills to be successful in running an on-line business. In this column, I will cover basic sales skills, to inform you on more effective sales techniques that will generate more sales revenue for your business. Lets start by examining the sales process because, it is the life blood of any viable business. "The Sales and Marketing Marriage...for Better or Worst" Due to the pressure of the 24/7 barrage of telemarketers and sales persons always pushing their goods at us, what may come to mind, when we think of the sales process and profession, is: the high pressure art of persuasion. However, sales when informed by its marriage partner marketing, is simply-- helping people to buy! Sales and marketing are in a marriage because, these two are in a "for better or for worst" inseparable relationship. For instance, if you have done your marketing planning and research effectively (i.e. you know you have a substantial market for your products or services) your sales will be for the better. The opposite will be true, if your marketing is shaky, and of course your sales will be for the worst. Hot Tip--------------------------------------------------------- If you haven't developed, or need help with, your Internet marketing plan, Planning Your Internet Marketing Strategy, by Dr. Ralph F. Wilson AKA Dr. E Biz, is the best book on the subject. You can read my review of the book by clicking here: http://www.einfonews.com/ereviews/planningim.htm ---------------------------------------------------------------- We will assume that you have done some marketing research and therefore, you need a sales strategy. Usually the more expensive, difficult, and sophisticated your products and services are, the more you will be need to use - in person sales. For example, if you need to sell high priced items like jet planes, display advertising, real estate, and automobiles you will need an in person sales strategy. These sales people will need to be highly trained specialist or executive sales people. Moreover, Selling $2000.00 vacuum cleaners door-to-door, also a difficult sales job (although not executive sales), you will also need in person sales people. To change gears, if you are selling lower cost high volume ticket items like classified advertising, long distance phone service, or broadband service it isn't feasible to hire in person sales persons because a telesales person will be more efficient. On the other side of the spectrum, if you are selling lower cost e books, web applications/ASPs, or shareware: selling on a web site will be more than adequate and effective. "You will need the telephone to seal the deal" Now that we have those preliminary things out of the way, it is important to note that the telephone will become a pivotal tool in the sales of most businesses. This is because, although the Internet is the medium of e business, communicating with the human voice is still our more natural way to communicate. Therefore, many times interest may be created on-line but, you will need the telephone to seal the deal. Even executive sales people have to use the phone initially to book their initial appointment, to later discuss their business proposals or make presentations in person. Hot Tip--------------------------------------------------------- Keep the development of phone sales skills in mind especially, given the new trend of tele-courses and seminars, where you sell back-end products on teleconference calls. ---------------------------------------------------------------- In light of these factors, in many cases you will have to master phone sales for high priced and medium priced ticket items. The initial sales pitch over the phone, will in most cases, make or break your sales presentation. In our next issue of Keep It Real... Profitable!, we will discuss the structure of an initial sales pitch over the phone. We will examine what are the ingredients to a great sales pitch, that will get your foot in the door. Kamau Austin, helps small and minority business make more money, by creating, search friendly web sites. He is the owner of http://www.Ebizbydesign.com , http://www.Einfonews.com , and the creator of the Free Search Engine Promotion Tele-course at: http://www.SearchEngineplan.com . He can be reached called free at 866-324-9669. More articles on MARKETING-STRATEGIES Increasing Your Sales Is A Phone Call Away!
Ref.
http://www.nonstopenglish.com/reading/articles/Increasing-Your-Sales-Is-A-Phone-Call-Away.asp
Good Presentation or Public Speaking
Good Presentation or Public Speaking
Tools for Public Speaking
Learning to be a good public speaker is something that will be useful throughout a 4-H member's lifetime. Good public speakers are made, not born. The necessary skills associated with being a good public speaker have always been an important part of the 4-H experience and 4-H clubs are encouraged to foster a positive, learning-oriented environment for youth regarding this subject.
1.What Are the Benefits of Good Public Speaking Skills?
The degree of a 4-H member's public speaking skills is directly related to his or her leadership and social ability. Members who feel comfortable speaking in front of others have a greater sense of self-confidence, a feeling of respect for themselves and others, and generally have a solid feeling of accomplishment. Good public speakers are more apt to do well in a job interview or a presentation to colleagues at work.
2.How Do We Get Started?
The most important aspect of getting 4-H members interested in public speaking is making sure they are aware of their current strengths and weaknesses in the area of public speaking.
Step 1: Decide what is needed
Have the members answer a few simple questions to determine their current public speaking ability:
a.) What scares me the most about the thought of speaking in public?b.) What situations are easier for me to talk about in front of others and what situations make it more difficult? (For example, it may be easy to tell friends about your vacation, but difficult to question a teacher in front of your classmates about a bad grade you received.)c.) What goals in public speaking would I like to set for myself this year in 4-H, in five years, and/or as an adult?
Step 2: Decide what should be done
If a member is going to give a talk, one of the first decisions needs to be what to talk about. Here are questions to ask yourself as you are selecting the subject for your talk:
What topics am I interested in?
Is it interesting or useful to others?
Does it have one main idea?
Can I find enough information?
Can I cover the topic in the length of time that will be available for my presentation?
The member should then consider whether the purpose of the talk will be to inform, persuade, instruct, entertain, or inspire his or her audience on the topic that is chosen.
Choosing your audience is almost as important as choosing your topic when you are doing public speaking. In order to "choose" your audience, here are some of the questions you should ask:
Who do you want to talk to?
Where would you like to give your presentation? (Outdoors, in someone's house, at a banquet hall?)
Who would find your topic interesting?
What do you want to accomplish with the audience?
Step 3: Have the club members list what they would like to do
Once the member has a list of possible topics and audiences, he/she can start to prioritize them. An easy way to do this is to have the member list all of the ideas on a sheet of paper and rank them according to how interested he/she is regarding each idea. One would indicate the greatest interest, and five the least amount of interest. From this, the member can pick his or her top priority topic and audience.
Step 4: Decide what will be done
Now that the member has narrowed down his broad list of topics and audiences, he/she needs to decide what can be done to make it happen. Who does the member need to contact to make sure he/she can speak to a particular audience? What reference items will the member need to consult before outlining his/her talking points? It is important that the member be encouraged to outline a plan of action to make sure that giving a public talk will really happen.
After the member has outlined a plan of action, proceed by learning as much as possible about the topic of the speech. Information should be gathered from several sources, including the local library, the Extension Office, a 4-H project book, or by talking to an authority on the subject. For example, if you're speaking on fire safety, a local fire department would have information on the number of fires in the community. This information would encourage the audience to follow the fire prevention tips in the talk.
Next, it is important that the member actually outline what he/she plans to say. Detailed notes are not necessary but an opening, three main points, and a closing are three essential things that should be listed on a piece of paper.
Lastly, the member should make plans with a group or organization to give the speech. Make sure to note the date, time, place, and length of the speech. Also, ask about the audience. How many people will be there, what does this group like, dislike, etc. In most cases, the 4-H club itself would be a good group to listen to a short speech.
Step 5: Processing
After a talk is over, good speakers evaluate their presentation. An important step in the learning process is having the member take the time to evaluate himself/herself on the how well he/she feels he/she did. This is called processing. The member who gave the presentation may want to give the audience an opportunity to share what they gained individually from the talk. This can be actual knowledge gained or simply what they liked most about the presentation. Another means of assisting members who try public speaking may be to have them tape record their presentation and then listen to it themselves at a later time.
3.Public Speaking Opportunities
The best public speaking opportunities for youth are centered around a personal interest shared with the other members in the club. There are, however, several other public speaking opportunities that are offered at the county and state level.
4. Basic public speaking opportunities in 4-H:
Assuming the role of an officer
Giving a committee report at a meeting
Leading and teaching recreation
Leading pledges
Advanced public speaking opportunities in 4-H:
Camp counseling
CarTeens
Style revue commentator
Announcing a show at county fair
4-H Ambassador/Promotion roles
Peer mediation
Demonstration or illustrated talk
Health and Safety talk or skit
Speaking to civic groups about 4-H
Emceeing a program
Participating in radio/television interviews
Teaching a 4-H workshop or clinic
There are many more opportunities available in local communities. Members should be encouraged to try as many as possible.
Presentation Tips for Public Speaking
Know the needs of your audience and match your contents to their needs. Know your material thoroughly. Put what you have to say in a logical sequence. Ensure your speech will be captivating to your audience as well as worth their time and attention. Practice and rehearse your speech at home or where you can be at ease and comfortable, in front of a mirror, your family, friends or colleagues. Use a tape-recorder and listen to yourself. Videotape your presentation and analyze it. Know what your strong and weak points are. Emphasize your strong points during your presentation.
When you are presenting in front of an audience, you are performing as an actor is on stage. How you are being perceived is very important. Dress appropriately for the occasion. Be solemn if your topic is serious. Present the desired image to your audience. Look pleasant, enthusiastic, confident, proud, but not arrogant. Remain calm. Appear relaxed, even if you feel nervous. Speak slowly, enunciate clearly, and show appropriate emotion and feeling relating to your topic. Establish rapport with your audience. Speak to the person farthest away from you to ensure your voice is loud enough to project to the back of the room. Vary the tone of your voice and dramatize if necessary. If a microphone is available, adjust and adapt your voice accordingly.
1.Body language
Body language is important. Standing, walking or moving about with appropriate hand gesture or facial expression is preferred to sitting down or standing still with head down and reading from a prepared speech. Use audio-visual aids or props for enhancement if appropriate and necessary. Master the use of presentation software such as PowerPoint well before your presentation. Do not over-dazzle your audience with excessive use of animation, sound clips, or gaudy colors which are inappropriate for your topic. Do not torture your audience by putting a lengthy document in tiny print on an overhead and reading it out to them.
2. Speak with conviction
Speak with conviction as if you really believe in what you are saying. Persuade your audience effectively. The material you present orally should have the same ingredients as that which are required for a written research paper, i.e. a logical progression from INTRODUCTION (Thesis statement) to BODY (strong supporting arguments, accurate and up-to-date information) to CONCLUSION (re-state thesis, summary, and logical conclusion).
3. Do not read from notes
Do not read from notes for any extended length of time although it is quite acceptable to glance at your notes infrequently. Speak loudly and clearly. Sound confident. Do not mumble. If you made an error, correct it, and continue. No need to make excuses or apologize profusely.
4. Maintain sincere eye contact
Maintain sincere eye contact with your audience. Use the 3-second method, e.g. look straight into the eyes of a person in the audience for 3 seconds at a time. Have direct eye contact with a number of people in the audience, and every now and then glance at the whole audience while speaking. Use your eye contact to make everyone in your audience feel involved.
Speak to your audience, listen to their questions, respond to their reactions, adjust and adapt. If what you have prepared is obviously not getting across to your audience, change your strategy mid-stream if you are well prepared to do so. Remember that communication is the key to a successful presentation. If you are short of time, know what can be safely left out. If you have extra time, know what could be effectively added. Always be prepared for the unexpected.
Pause. Allow yourself and your audience a little time to reflect and think. Don't race through your presentation and leave your audience, as well as yourself, feeling out of breath.
Add humor whenever appropriate and possible. Keep audience interested throughout your entire presentation. Remember that an interesting speech makes time fly, but a boring speech is always too long to endure even if the presentation time is the same.
When using audio-visual aids to enhance your presentation, be sure all necessary equipment is set up and in good working order prior to the presentation. If possible, have an emergency backup system readily available. Check out the location ahead of time to ensure seating arrangements for audience, whiteboard, blackboard, lighting, location of projection screen, sound system, etc. are suitable for your presentation.
Have handouts ready and give them out at the appropriate time. Tell audience ahead of time that you will be giving out an outline of your presentation so that they will not waste time taking unnecessary notes during your presentation.
Know when to STOP talking. Use a timer or the microwave oven clock to time your presentation when preparing it at home. Just as you don't use unnecessary words in your written paper, you don't bore your audience with repetitious or unnecessary words in your oral presentation. To end your presentation, summarize your main points in the same way as you normally do in the CONCLUSION of a written paper. Remember, however, that there is a difference between spoken words appropriate for the ear and formally written words intended for reading. Terminate your presentation with an interesting remark or an appropriate punch line. Leave your listeners with a positive impression and a sense of completion. Do not belabor your closing remarks. Thank your audience and sit down.
Have the written portion of your assignment or report ready for your instructor if required.
References
http://ohioline.osu.edu/4h-fact/0017.html
http://www.aresearchguide.com/3tips.html
http://www.stks.or.th/blog/?tag
http://blog.eduzones.com/offy/3870
http://www.pushthekey.com/2009/01/09/good-public-
speaking-principles/
Tools for Public Speaking
Learning to be a good public speaker is something that will be useful throughout a 4-H member's lifetime. Good public speakers are made, not born. The necessary skills associated with being a good public speaker have always been an important part of the 4-H experience and 4-H clubs are encouraged to foster a positive, learning-oriented environment for youth regarding this subject.
1.What Are the Benefits of Good Public Speaking Skills?
The degree of a 4-H member's public speaking skills is directly related to his or her leadership and social ability. Members who feel comfortable speaking in front of others have a greater sense of self-confidence, a feeling of respect for themselves and others, and generally have a solid feeling of accomplishment. Good public speakers are more apt to do well in a job interview or a presentation to colleagues at work.
2.How Do We Get Started?
The most important aspect of getting 4-H members interested in public speaking is making sure they are aware of their current strengths and weaknesses in the area of public speaking.
Step 1: Decide what is needed
Have the members answer a few simple questions to determine their current public speaking ability:
a.) What scares me the most about the thought of speaking in public?b.) What situations are easier for me to talk about in front of others and what situations make it more difficult? (For example, it may be easy to tell friends about your vacation, but difficult to question a teacher in front of your classmates about a bad grade you received.)c.) What goals in public speaking would I like to set for myself this year in 4-H, in five years, and/or as an adult?
Step 2: Decide what should be done
If a member is going to give a talk, one of the first decisions needs to be what to talk about. Here are questions to ask yourself as you are selecting the subject for your talk:
What topics am I interested in?
Is it interesting or useful to others?
Does it have one main idea?
Can I find enough information?
Can I cover the topic in the length of time that will be available for my presentation?
The member should then consider whether the purpose of the talk will be to inform, persuade, instruct, entertain, or inspire his or her audience on the topic that is chosen.
Choosing your audience is almost as important as choosing your topic when you are doing public speaking. In order to "choose" your audience, here are some of the questions you should ask:
Who do you want to talk to?
Where would you like to give your presentation? (Outdoors, in someone's house, at a banquet hall?)
Who would find your topic interesting?
What do you want to accomplish with the audience?
Step 3: Have the club members list what they would like to do
Once the member has a list of possible topics and audiences, he/she can start to prioritize them. An easy way to do this is to have the member list all of the ideas on a sheet of paper and rank them according to how interested he/she is regarding each idea. One would indicate the greatest interest, and five the least amount of interest. From this, the member can pick his or her top priority topic and audience.
Step 4: Decide what will be done
Now that the member has narrowed down his broad list of topics and audiences, he/she needs to decide what can be done to make it happen. Who does the member need to contact to make sure he/she can speak to a particular audience? What reference items will the member need to consult before outlining his/her talking points? It is important that the member be encouraged to outline a plan of action to make sure that giving a public talk will really happen.
After the member has outlined a plan of action, proceed by learning as much as possible about the topic of the speech. Information should be gathered from several sources, including the local library, the Extension Office, a 4-H project book, or by talking to an authority on the subject. For example, if you're speaking on fire safety, a local fire department would have information on the number of fires in the community. This information would encourage the audience to follow the fire prevention tips in the talk.
Next, it is important that the member actually outline what he/she plans to say. Detailed notes are not necessary but an opening, three main points, and a closing are three essential things that should be listed on a piece of paper.
Lastly, the member should make plans with a group or organization to give the speech. Make sure to note the date, time, place, and length of the speech. Also, ask about the audience. How many people will be there, what does this group like, dislike, etc. In most cases, the 4-H club itself would be a good group to listen to a short speech.
Step 5: Processing
After a talk is over, good speakers evaluate their presentation. An important step in the learning process is having the member take the time to evaluate himself/herself on the how well he/she feels he/she did. This is called processing. The member who gave the presentation may want to give the audience an opportunity to share what they gained individually from the talk. This can be actual knowledge gained or simply what they liked most about the presentation. Another means of assisting members who try public speaking may be to have them tape record their presentation and then listen to it themselves at a later time.
3.Public Speaking Opportunities
The best public speaking opportunities for youth are centered around a personal interest shared with the other members in the club. There are, however, several other public speaking opportunities that are offered at the county and state level.
4. Basic public speaking opportunities in 4-H:
Assuming the role of an officer
Giving a committee report at a meeting
Leading and teaching recreation
Leading pledges
Advanced public speaking opportunities in 4-H:
Camp counseling
CarTeens
Style revue commentator
Announcing a show at county fair
4-H Ambassador/Promotion roles
Peer mediation
Demonstration or illustrated talk
Health and Safety talk or skit
Speaking to civic groups about 4-H
Emceeing a program
Participating in radio/television interviews
Teaching a 4-H workshop or clinic
There are many more opportunities available in local communities. Members should be encouraged to try as many as possible.
Presentation Tips for Public Speaking
Know the needs of your audience and match your contents to their needs. Know your material thoroughly. Put what you have to say in a logical sequence. Ensure your speech will be captivating to your audience as well as worth their time and attention. Practice and rehearse your speech at home or where you can be at ease and comfortable, in front of a mirror, your family, friends or colleagues. Use a tape-recorder and listen to yourself. Videotape your presentation and analyze it. Know what your strong and weak points are. Emphasize your strong points during your presentation.
When you are presenting in front of an audience, you are performing as an actor is on stage. How you are being perceived is very important. Dress appropriately for the occasion. Be solemn if your topic is serious. Present the desired image to your audience. Look pleasant, enthusiastic, confident, proud, but not arrogant. Remain calm. Appear relaxed, even if you feel nervous. Speak slowly, enunciate clearly, and show appropriate emotion and feeling relating to your topic. Establish rapport with your audience. Speak to the person farthest away from you to ensure your voice is loud enough to project to the back of the room. Vary the tone of your voice and dramatize if necessary. If a microphone is available, adjust and adapt your voice accordingly.
1.Body language
Body language is important. Standing, walking or moving about with appropriate hand gesture or facial expression is preferred to sitting down or standing still with head down and reading from a prepared speech. Use audio-visual aids or props for enhancement if appropriate and necessary. Master the use of presentation software such as PowerPoint well before your presentation. Do not over-dazzle your audience with excessive use of animation, sound clips, or gaudy colors which are inappropriate for your topic. Do not torture your audience by putting a lengthy document in tiny print on an overhead and reading it out to them.
2. Speak with conviction
Speak with conviction as if you really believe in what you are saying. Persuade your audience effectively. The material you present orally should have the same ingredients as that which are required for a written research paper, i.e. a logical progression from INTRODUCTION (Thesis statement) to BODY (strong supporting arguments, accurate and up-to-date information) to CONCLUSION (re-state thesis, summary, and logical conclusion).
3. Do not read from notes
Do not read from notes for any extended length of time although it is quite acceptable to glance at your notes infrequently. Speak loudly and clearly. Sound confident. Do not mumble. If you made an error, correct it, and continue. No need to make excuses or apologize profusely.
4. Maintain sincere eye contact
Maintain sincere eye contact with your audience. Use the 3-second method, e.g. look straight into the eyes of a person in the audience for 3 seconds at a time. Have direct eye contact with a number of people in the audience, and every now and then glance at the whole audience while speaking. Use your eye contact to make everyone in your audience feel involved.
Speak to your audience, listen to their questions, respond to their reactions, adjust and adapt. If what you have prepared is obviously not getting across to your audience, change your strategy mid-stream if you are well prepared to do so. Remember that communication is the key to a successful presentation. If you are short of time, know what can be safely left out. If you have extra time, know what could be effectively added. Always be prepared for the unexpected.
Pause. Allow yourself and your audience a little time to reflect and think. Don't race through your presentation and leave your audience, as well as yourself, feeling out of breath.
Add humor whenever appropriate and possible. Keep audience interested throughout your entire presentation. Remember that an interesting speech makes time fly, but a boring speech is always too long to endure even if the presentation time is the same.
When using audio-visual aids to enhance your presentation, be sure all necessary equipment is set up and in good working order prior to the presentation. If possible, have an emergency backup system readily available. Check out the location ahead of time to ensure seating arrangements for audience, whiteboard, blackboard, lighting, location of projection screen, sound system, etc. are suitable for your presentation.
Have handouts ready and give them out at the appropriate time. Tell audience ahead of time that you will be giving out an outline of your presentation so that they will not waste time taking unnecessary notes during your presentation.
Know when to STOP talking. Use a timer or the microwave oven clock to time your presentation when preparing it at home. Just as you don't use unnecessary words in your written paper, you don't bore your audience with repetitious or unnecessary words in your oral presentation. To end your presentation, summarize your main points in the same way as you normally do in the CONCLUSION of a written paper. Remember, however, that there is a difference between spoken words appropriate for the ear and formally written words intended for reading. Terminate your presentation with an interesting remark or an appropriate punch line. Leave your listeners with a positive impression and a sense of completion. Do not belabor your closing remarks. Thank your audience and sit down.
Have the written portion of your assignment or report ready for your instructor if required.
References
http://ohioline.osu.edu/4h-fact/0017.html
http://www.aresearchguide.com/3tips.html
http://www.stks.or.th/blog/?tag
http://blog.eduzones.com/offy/3870
http://www.pushthekey.com/2009/01/09/good-public-
speaking-principles/
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