Understanding Customer Relationships Essay Example for Free

Understanding Customer Relationships Essay I further confirm that I have not shared my work with other candidates. Table of Contents Cover page1 Table of Contents2 Task 1: Keeping stakeholders informed 3 6 Task 2: Collecting stakeholder information 7 9 Task 3: CSR – Gaining an Internal Perspective 10 12 Task 4 REPORT To:Marketing Manager From:Marketing Assistant Date:25th November, 2011 Subject:Keeping stakeholders informed INTRODUCTION: Communication is defined as the process by which information is exchanged between individuals through a common system of symbols, signs or behavior (www. erriamwebster. com/dictionary). It is a two-way process and plays a central role for effective relationships within an organization (CIM Introductory Certificate in Marketing Study Workbook, pg 135). For communication to be effective, the receiver must understand the message in the manner the sender intended for it to be received. As with majority of organizations, stakeholders are an integral part of any organization and must be well informed of necessary decisions and activities of the said organization. With reference to the recent oil spillage crisis, it is important that BP communicates to the following stakeholder groups – a. FOUR STAKEHOLDER GROUPS THAT BP NEEDED TO COMMUNICATE WITH AND THEIR SCOPE OF INTEREST ARE: Governments and regulators: Government alongside the regulatory agencies established by the government to dominate the industry, are responsible for formulating policies which govern offshore drilling processes and also ensure that the interest of the public is protected from the activities of the oil companies. Both bodies need to be informed of the spillage to allow for monitoring of the situation and deployment of resources and assessment teams to establish shoreline protection and clean up priorities. (http://www. env. gov. bc. ca/eemp/resources/strategies/oilstrat. htm) The information would further assist the government investigate the cause of the spillage in order to take necessary legal actions and also help with legislation of regulatory laws which governs oil exploration by the oil companies. . Stakeholders and analysts: The stakeholders include shareholders and investors who have financial interests and commitments in BP. They should be informed of the spill and every progress made by BP, so that they are kept abreast of the financial implications and expenditure that would arise from the spillage, cleanup process and compensation cost which might result in a loss in revenue for BP and ultimately their financial interests. c. Local communities: Local communities are usually members of the community within which an oil project is situated and in this case, the community where the oil spill has occurred. They would also include the local media, medical organizations, nongovernmental organizations active within the area, local security forces etc. Organizations must establish themselves as reputable members of a community. (www. ou. edu/deptcomm/literature review. htm) By establishing a reservoir of goodwill in the community it is often easier to gain community support during a crisis (Sellnow, 1993). As such, affected residents of the local community around where the spillage occurred should be communicated to and assessed for physical and behavioral health effects the spillage might cause especially if the residents depend on oil, fishing or other affected industries in the locality of the spill. BP should also inform the local communities on steps it has taken or would take to combat the effect of the spillage on the environment and possible compensations to the communities. d. Customers: These vary from domestic fuel users to agricultural and aviation users of bulk LPG. All BP customers should be contacted and informed of the spillage as this might affect the supply of various products as supplied by BP. The multiplier effect of shortage of products by BP would not only mean a loss in revenue for the customer whose livelihood depend s on sale of products but also on the end user as might be in the case of retail fuel consumer and inadvertently more loss to BP. 2. ADAPTATION OF MESSAGES TO MEET THE NEEDS OF EACH OF THE STAKEHOLDER GROUP For a communication to be effective, the message passed must be well understood by the party for whom the message is intended (decoder) for and must be able to communicate back to the sender. BP must ensure that it communicates information about the spillage to the above mentioned stakeholders in respect to their functions and adaptabilities. o For the government, a series of meetings should be arranged where discussions regarding assessments, clean up exercises and monitoring policies are discussed and reported back to the government the progress of the situation. Stakeholders are to be informed via mails or financial reports the cost analysis of the clean up exercise as well as financial implications of the spill incurred by the company. o BP should seek to invite non-governmental organizations who focus on environmental policies and issues to assist with implementation of programs designed to help residents within affected communities. o Customers can be reached more effectively a nd interpersonally through in depth interviews, viral online communications, web based interactive programs and feedback channels on BP’s website. . TWO COMMUNICATION TOOLS THAT COULD BE USED TO ENHANCED THE MESSAGE The purpose of communication is to get a message across clearly using methods or tools that would effectively target the intended receiver. These tools could either be verbal or non-verbal tools of communication. To communicate its intent, BP must use the following communication tools to enhance the credibility of its message:- ? PR: Public Relations is defined as a planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics (IPR). In enhancing the credibility of its message, BP would use PR to not only ensure that its intended target receives its message, but would also help reshape and boost the consumer perception of the BP image in light of the spill crisis thereby, warding off unfavorable rumors. ? Direct Marketing: This is the most targeted method of communication as it seeks to target individual customers with personalized messages and build relationships with them as they respond to direct communications (UCR online syllabus; session 7, pg 8). Direct marketing is defined as the planned recording, analysis and tracking of customer behavior to develop relational marketing strategies (Institute of Direct Marketing, UK) Using direct marketing, a well thought out and planned message is made available by BP to target each stakeholder group and solicit positive responses from each group to help manage the spill crisis. 4. EVALUATION OF THE EFFECTIVENESS OF COMMUNICATION TOOLS OUTLINED ABOVE †¢ Direct Marketing: One of the benefits of direct marketing is that it allows for direct interaction with the consumers and hence immediate responses are obtained from the consumers. This in turns also ensures that BP’s personalized messages are well targeted and monitored such that the aim of public relations in helping to enhance consumer perception of BP’s image is also attained. BRIEFING PAPER From:Marketing Assistant To:Marketing Manager Date:17. 12. 2011 Subject:Collecting Stakeholder information Information is defined as the data formatted or structured to support decision making or define the relationship between two facts (Zikmund/Babin: Essentials of marketing research; 3rd edition). It is a marketing asset which impacts on performance of an organization (CIM Study Workbook, pg 108) 2. INFORMATION TO BE COLLECTED BY BP IN RELATION TO ITS STAKEHOLDERS o Local Communities: BP would seek to collect information about the local communities which would include population count, availability of amenities such as hospitals, roads, schools, water, electricity, income levels, gender, age etc. It would also seek to identify the general occupation of residents in the community (e. g if farming or fishing is the main stay of the residents and the effects of the spill) and income/lifestyle of residents. It would also seek to understand the culture and ethnicity of the people so as not to strain relationship with its communities. BP should also seek to collect information about its communities to help assess the social and environmental impacts of its project within such communities. o Government and regulators: As these two bodies promulgate policies which govern the exploration of oil wells, CSR and offshore activities, it is important that BP is up to date with its information on all offshore and environmental laws so as to protect itself from abjurations. It would also collect information to understand its tax liabilities and entrepreneurial activities in collaboration with both bodies. . 2USEFULNESS OF INFORMATION COLLECTED TO BP †¢ For Budgetary control:- Greater control and more informed decision making are possible when all costs of all operations are available †¢ For Planning: Information helps BP make adequate plans for its operations within its communities, or act in accordance to governing policies and also inform actions to address/prevent health effects in affected communities during a spill crisis †¢ For decision making: Adequate data collected would be used for making strategic decisions for its sector and management plans. . 3USEFUL INFORMATION TO BE COLLECTED BY SCREENPLAY MARKETING MEDIA COMMUNICATIONS LTD. To ensure our relevance and maintain our market share over the next six months, we must seek to collect the following information about our varying clients in order to effectively meet their needs and surpass their expectations: ? Clients’ activities: we must seek to collect information about each client’s various activities within the next 6 months and plan media campaigns around those activities to meet intended consumers. Customer attitudes: We would need to interview and collect information on target segments of consumers to assess how well they match our ideas and fit into clients’ marketing plan ? Competitors’ activities: Over the next 6 months, we would need to identify who our competitors are through secondar y research and collect information about their activities in order to help us plan our strategies ? Markets: it is important that we carve our niche market and gather necessary information on them. We would need information as to who are clients are, their products, existing/potential market for the product all necessary for us to have an idea on how best to position our client’s product for an increase in market share. 2. 4ONE METHOD OF COLLECTING INFORMATION In order to collect the necessary information, I would recommend the Secondary method of data collection. Secondary data is data that has not been specifically created for the purpose at hand but can be used and analysed to provide marketing information where primary data is not yet available or not sufficient(CIM Study Workbook, pg 110). This is a preferred choice of data collection because it – o Helps to make primary data collection more specific since with the help of secondary data, we are able to make out what are the gaps and deficiencies and what additional information needs to be collected. o Is less expensive and economical to conduct seeing that the information is readily available and does not require the process of collecting new data o Saves time o It provides a basis for comparison for the data that is collected by the researcher (www. managementguide. com) DISCUSSION PAPER Prepared for: Marketing Manager Prepared by: Marketing Assistant Subject:CSR – An Internal perspective Date: 17. 12. 2011 INTRODUCTION: Corporate Social Responsibility (CSR) is about how businesses align their values and behaviour with the expectations and needs of stakeholders not just customers and investors, but also employees, suppliers, communities, regulators, special interest groups and society as a whole. CSR describes a companys commitment to be accountable to its stakeholders. CSR demands that businesses manage the economic, social and environmental impacts of their operations to maximise the benefits and minimise the downsides (www. srnetwork. com) 3. 1 PURPOSE OF THE PROJECT The purpose of this project is to seek to form a committee to propose and identify a CSR activity for ScreenPlay Marketing and Media Communications Ltd to embark on as its efforts in giving back to the society in which its business operates and increase our awareness of environmental consciousness. 3. 2BENEFITS OF CSR TO THE ORGANISATION Consumers increasin gly do not accept unethical business practices or organizations who act irresponsibly (www. simplycsr. co. uk). The benefits of Corporate Social Responsibility cannot be overemphasized and a carefully planned CSR would help our organization to †¢ Develop and enhance relationships with customers and society thereby retaining customers whilst attracting new ones †¢ Enhance brand image so customers’ perception about the brand is positive †¢ Attract, retain and motivate employees A key potential benefit from  CSR  initiatives involves establishing the conditions that can contribute to increasing the commitment and motivation of employees to become more innovative and productive. www. ic. gc. ca/site/csr-rse. nsf/eng/h_rs00100html) †¢ Sharpen decision making and help reduce risk 3. 3. IMPORTANCE OF INTERNAL COOPERATION AND PARTICIPATION It is important that a good working relationship exists between all departments of our organization on this project so as to ensure completion of tasks and fulfillment of our set objectives. It is envisaged that with team work and co ntribution of ideas from all each department involved in this project would yield productivity and also ensure the success of our CSR project. 3. IDEA ON IMPROVING OUR ORGANISTION’S ENVIRONMENTAL RESPONSIBILITY One idea I would like to suggest to increasing our environmental responsibility is the adoption of a child from the eye department of the children’s ward at the Lagos State Teaching Hospital. There are at present about 300 cases of children with cancer of the eye been treated at the hospital. It is my proposition that we render our CSR to the kids in this ward by sponsoring a child every quarter to the Suraksha Children’s Hospital India – a top hospital in India noted for treatment of eye tumors in children. The relative low costs of surgery and living expenditure has influenced the choice of Suraksha Children’s Hospital and the intervals at which each child would undergo a treatment would not be cumbersome for the organization to bear. We would work in conjunction with a team of doctors at the Lagos State Teaching Hospital to assist in compiling names of beneficiaries of the treatment through a series of preliminary requirements for each beneficiary. This would include age, severity of case, and income level of parents – as this would be aimed at children whose parents cannot afford the treatment cost in the state. This project would be tagged ‘The ScreenPlay Media Communications â€Å"Light a world† project. 3. 5COST IMPLICATION FOR PROPOSED CSR PROJECT The cost for this project is outlined below: †¢ Hospital fees: This would cover cost for accommodation in the hospital for the number of days from the date of admittance to the discharge date and would also cover administrative and drug fees. †¢ Surgery fees: includes surgery fees, anesthetic fees, blood transfusion (if necessary) and surgeon’s fee. Accommodation fees: this take care of accommodation and feeding costs for the accompanying ward/parent of the child †¢ Travel/logistics fees: covers flight fares for child and accompanying ward along with visa application fees. It would also cover for transportation for the beneficiaries upon arrival in India. This cost is estimated at a total of N750, 000 (? 3,000) per quarter and totaling N2, 250,000 (? 9,000) per annum for 3 kids. RESEARCH Prepared for:Mark eting Manager Prepared by:Marketing Assistant Subject:Maintaining the work/life balance Date:30. 11. 2011 EMAIL To:[emailprotected] com (marketing manager) Cc: [emailprotected] com, [emailprotected] com, [emailprotected] com Subject: Committee set up on Proposed CSR Project Dear Elliot, Trust you are fine. As per your memo dated 16th November 2011on setting up a committee for the proposed CSR activity, kindly see below the list of intended participants from the various departments:- a. Ore Odusanya (HR department): Having worked with Ore in the past few years, his analytical and interpersonal skills in relating with people would be very useful in this project . Trish Banner: (Accounts department): Trish’s skill in handling financial transactions as well as contacts within the travel agency would suffice in this project and assisting with obtaining relatively low fare prices for each beneficiary. c. Gladys Knight (Creative department): her artistic talents would help create the right messages for advertisement purposes which would position the brand as foremost in connecting with its s ociety. Her wits and acute sense of judgment would also aid in ensuring that the right candidates are chosen for the project. . Ken Rice (logistics department): an ardent and hardworking colleague, though in the HR department but with an ability to drive and ensure prompt delivery of projects would ensure that logistics such as visas, hotel booking and transportation of each beneficiary is handled promptly at designated timelines. I would also like to suggest that the committee is convened soon so as to enable us conclude the plans within the shortest time frame possible and liaise with the team of doctors in Nigeria and India for the commencement of the project. It would also afford us time to put together a media campaign to boost publicity. Best regards Lolah Adebambo Project Leader REFERENCES Book Sources Vincent. K CIM Introductory Certificate in Marketing Study Workbook, 2009/2011 (BPP Learning Media, London) Internet sources www. ic. gc. ca/site/csr-rse. nsf/eng/h_rs00100html (accessed in December 2011) (www. merriamwebster. com/dictionary). (accessed in November 2011) (www. csrnetwork. com) (accessed in December 2011) [pic]

Emperor Hadrian :: essays research papers

Emperor Hadrian The original home of the family of the Emperor Hadrian was Picenum, in Spain. Hadrian himself records that his immediate family came from Hadria, but settled in Italica in the reign of the Scipios. The Hadrian’s father was Aelius Hadrianus, a cousin of the Emperor Trajan; his mother was Domitia Paulina, a resident of Cadiz; his sister was Paulina, and his wife was Sabina. Hadrian was apparently born on the ninth day before the Kalends in February. At the age of ten, he became the ward of Ulpius Trajanus, his cousin, who had attained the rank of praetorian. Afterwards, he became so engrossed in the art of Greek study, that some dared to call him â€Å"Greekling†.   Ã‚  Ã‚  Ã‚  Ã‚  At fifteen he returned to his native city, and immediately joined the military. It seemed apparent that his love for hunting was so strong, that he was criticized for it even while in military service, and for this reason Trajan recalled him back to Italica. When he returned, he was treated as Trajan’s son, and was later appointed to be one of the ten judges of the inheritance court, and later, one of the tribune of the Second Legion, the Adjutrix. As young Hadrian grew, he became more and more of a favorite to his ‘father’, Trajan. This caused some friction between Hadrian and some of his family members, namely Servanius; although there was no actual confrontational effects of this struggle to become Trajan’s favorite. On the fifth day before the Ides of August, Hadrian learned that his adoption by Trajan had become official, and later celebrated this while governor of Syria. Later, on the third day before the Ides of August, Hadrian le arned of Trajan’s death. Three days later, Hadrian ascended to the throne of the Roman Empire. As soon as he took possession of the empire’s power, Hadrian at once resumed the policy of devoting his attention to maintaining peace throughout the world. Although his foreign policy seemed peaceful, his interior suspicions remained with a wary eye, and he later imprisoned some of his political enemies, namely Laberius Maximus and Crassus Frugi. Hadrian even had an assassination that failed to kill him, planned by Nigrinus, of whom Hadrian had planned to succeed him.   Ã‚  Ã‚  Ã‚  Ã‚  As the years passed, he showed to the people of the Roman Empire that he was a skilled architect, and that he was. He helped make it possible for there to be games in nearly every Roman city, with vast facets of entertainment of every kind just around the corner in a Roman city.

Data Collection Method

the researcher used Quantitative data collection methods. Using qualitative data collection method, it rely on random sampling and structured data collection instruments that fit diverse experiences into predetermined response categories. They produce results that are easy to summarize, compare, and generalize. Quantitative research is concerned with testing hypotheses derived from theory and/or being able to estimate the size of a phenomenon of interest. Depending on the research question, participants may be randomly assigned to different treatments.If this is not feasible, the researcher may collect data on participant and situational characteristics in order to statistically control for their influence on the dependent, or outcome, variable. If the intent is to generalize from the research participants to a larger population, the researcher will employ probability sampling to select participants. From this research, the researcher used questionnaires and surveying technique in co llecting data. In the surveying techniques, it involves direct questioning of respondents about price.The researcher can choose whether to present the respondent with a range of possible prices, or force a response with no point of reference other than the concept and the question. While, for the questionnaires, researcher used the Web based questionnaire and structured questionnaire. By using web based questionnaire, it is the use of Internet based research. This would mean receiving an e-mail on which would click on an address that would take to a secure web-site to fill in a questionnaire. This type of research is often quicker and less detailed.People might be in a hurry to complete it and so might not give accurate responses. In this research ,researcher used of 2500 questionnaires mailed. While, for the Structured questionnaire, it is the structure of the individual questions requires respondents to qualify their price based on an implied assumption about quality. The structur e of the individual questions also was designed to capture consumers’ willingness to pay more for the five common wood products, given environmental certification.Respondents were given a non-certified price for each of the five products and asked to identify the price they were willing to pay for an environmentally certified product. DATA ANALYSIS TECHNIQUES Researcher have analyzed their data using data analysis techniques. Data analysis techniques that stated in this research includes, factor analysis, correlation, ANOVA, Chi Square, and descriptive statistics. Factor analysis( maximum likelihood with varimax rotation) was conducted on 20 items. This resulted in a reduction to five underlying factors.The factors were subjected to scale testing with resulting Cronbach alpas ranging from 0. 62 ( involvement in Certification) to 0. 90(importance of Certification). Correlation analysis . Correlation analysis is used by the researcher to test the relationship between factored. All hypothesized relationships were found to be significant and all but one was found to be directionally as hypothesized. Price was found to be positively correlated to consumer willingness to pay for certified wood products, the inference being that consumers perceive incremental value in certified products.ANOVA . Analysis of Variance (ANOVA) is a data analytic technique based on the idea of comparing explained variance with unexplained variance, kind of like a comparison of the coefficient of determination with the coefficient of alienation. It uses a rather unique computational formula which involves squaring almost every column of numbers. ANOVA techniques was used to test the hypotheses of no difference between the cluster means in this research. Chi square.In this research, researcher used chi square. A technique designed for less than interval level data is chi-square and the most common forms of it are the chi-square test for contingency and the chi-square test for indepen dence. The chi-square test for contingency is interpreted as a strength of association measure, while the chi-square test for independence (which requires two samples) is a nonparametric test of significance that essentially rules out as much sampling error and chance as possible.In this research it used chi square for the purpose of compared consumer segments on selected demographic characteristics. The consumer segments compared on selected demographic characteristics includes democrat, and environmental group member. Descriptive statistics. Descriptive statistic used in this research to measures of central tendency of mean. Examples include descriptive analysis of age, gender, education level, income level, republican , political view, democrat and environmental group member.

The French Revolution Vs. Bourgeois Revolution - 1734 Words

The French Revolution, or Bourgeois Revolution, is one of the most popular topics in history today. When the Chinese premier, Zhou Enlai, was asked his opinion of the French Revolution in 1972, he replied: â€Å"too early to say† (Inside China s Ruling Party). He is, for the most part, still correct. Many of the complex theories and ideas that were propelled into society from this revolution such as the role of the government in a modern system, idealism and pragmatism, and the role of the bourgeois, are still convoluted and ambiguous ideas to modern thinkers. During the eighteenth century, France was overstrained and unable to balance its longstanding political instability, insurmountable economic debt and disorganization, crop shortage, little ice age, the decrease in food prices, the uncompromising nobility, aristocratic revolution, the new conquering Enlightenment ideologies especially Rousseau, and the surplus of the unsatisfied bourgeois under a weak and indecisive King. In the year 1789, the old ‘ancien regime’ snapped. The French Revolution began and continued for the next twenty-six years. Needless to say, the ideas created and perpetuated during the revolution were highly influential to not only the French citizen’s themselves, but to the world outside France, and, therefore, were sustained and advanced even after the revolution. During the different phases of the revolution, the ideas of the Enlightenment philosophes, such as Jean-Jacques Rousseau, and growingShow MoreRelatedCauses And Background Of The French Revolution Essay1786 Words   |  8 PagesCauses and Background of the French Revolution French Revolution: 1789 - 1799 French military intervention helped garner revolutions elsewhere. At the time, France was the most populous and advanced society. â€Å"The essential fact about the Old Regime was that it was still legally aristocratic and in some ways feudal. Everyone belonged legally to an ‘estate’ or ‘order’ of society. 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