Accident Prevention Program Essay Example for Free

Accident Prevention Program Essay The committee is made up of management-designated representatives and one employee-elected representative each from the office, factory and outside sales divisions of our company. Employees in each division will elect from among themselves a representative to be on the committee. If there is only one volunteer or nomination, the employees will approve the person by voice vote at a short meeting called for that purpose. If there is more than one volunteer or nomination, a secret paper ballot will be used to elect the representative. Elected representatives will serve for one year before being re-elected or replaced. If there is a vacancy then an election will be held before the next scheduled meeting to fill the balance of the term. In addition to the employee-elected representatives, management will designate no more than three representatives but a minimum of one who will serve until replaced by management. A chairperson will be selected by majority vote of the committee members each year. If there is a vacancy, the same method will be used to select a replacement. In addition to the committee responsibilities explained above, duties of safety committee members include: A monthly self-inspection of the area they represent Communicating with the employees they represent on safety issues and Encouraging safe work practices among co-workers. The regularly scheduled meeting time is 7:30 am for one hour on the first Thursday of each month, at the employee lunchroom. This may be changed by vote of the committee. A committee member will be designated each month to keep minutes on the attached minutes form. A copy will be posted on the employee bulletin board after each meeting. After being posted for one month, the minutes will be filed for one year. The minutes form contains the basic monthly meeting agenda. (Customize by adding any additional safety committee information that you may have and/or deleting any that do not apply to your company. ) Employee Safety Meetings (Optional for employers with 10 or fewer employees or employers with 11 employees or more who are segregated on different shifts or work in widely dispersed locations in crews of 10 or less) All employees are required to attend a monthly safety meeting held on the first Thursday of each month in the lunchroom. This meeting is to help identify safety problems, develop solutions, review incidents reports, provide training and evaluate the effectiveness of our safety program. Minutes will be kept on the attached minutes form. Meeting minutes will be kept on file for one year. (Customize by adding any additional Employee Safety Meeting information that you may have and/or deleting any that do not apply to your company. ) Hazard Recognition Record Keeping and Review Employees are required to report any injury or work related illness to their immediate supervisor regardless of how serious.

resolving coworkers conflicts :: essays research papers

Dear Sakiko and Edmundo,   Ã‚  Ã‚  Ã‚  Ã‚  After reviewing both of your letters, I can definitely see that you guys do not get along. You both gave me your opinions of each other and I can see that you both have different views of each other. Hopefully, as your Editor in Chief, I can resolve your differences. Even though the two of you may not be on the same page, you really need to try and give each other respect. Although you guys aren’t friends, you are coworkers and you both see each other eight hours a day, five days a week. Once you show some respect, the lines of communication will open and disagreements will be reduced. Don't run away and hide from the problems. Confront it head on. You will never solve anything if you don't speak. Now is not the time to be selfish; don't just think of yourself. As your Editor in Chief, I think we should pick a quiet, neutral location such as the company boardroom to sit down and discuss these problems. I will personally make sure that the both of you have an understanding of what the other is feeling at the end of the meeting. First, we will try to find out what exactly makes you both upset, angry or hurt. I think there may be more to the story than meets the eye. I want to get all of the issues out on the table, that way we can try and solve it. When one of you tells your side of the story, I want the other to listen carefully to what your partner is saying and don't jump to conclusions or try to argue his or her point. I want both of you to speak your mind before you dispute it (in a calm manner). Try to step back for a moment. Put yourself in each other’s shoes. How would you feel if you were in his/her position? When you do this, his/her perspective may not seem so farfetched. Finally, come to a truce.

Sprint Swot Paper

Sprint Nextel Corporation SWOT Analysis Edgardo L. Cartagena Luna Management 521 University of Phoenix February 14, 2013 Sprint Nextel Corporation SWOT Analysis Background Sprint Nextel Corporation (Sprint) is a communications company. The company provides a range of wireless and wireline communications products and services to individual consumers, businesses, government subscribers and resellers. It provides wireless services on a postpaid and prepaid basis to retail subscribers and also on a wholesale and affiliate basis.The company markets its postpaid services under the Sprint and Nextel brands, and prepaid services under the Boost Mobile, Virgin Mobile, and Assurance Wireless brands. The company offers its services through wireless networks, an all-digital global long distance network and a Tier 1 Internet backbone. (www. alacrastore. com, 2013) Mission Sprint’s mission is to be number one in providing a simple, instant, enriching and productive customer experience. (Spr int Nextel Corporation, 2013). VisionSprint’s vision is to be a world class company, with standards by which others are measured, including a commitment to developing a world class supplier base that is reflective of the communities we serve. (Sprint Nextel Corporation, 2013). History Sprint's red diamond logo represented the combined achievements of many legendary predecessors, including United Telecommunications, US Sprint and Centel. Each embraced the same bold approach that Sprint's founder Cleyson Brown showed in 1899, when the Brown Telephone Company successfully went toe-to-toe with the Bell monopoly in Abilene, Kansas.By the mid-1970s, the company's aggressive growth strategies had firmly established it as the nation's largest independent local telephone provider. (Sprint Nextel Corporation, 2013). During the 1980s Sprint led all U. S. telecom companies by completing the first nationwide, 100% digital, fiber-optic network. It was The Company that gave America pin-drop clarity and also became a global leader in voice and data services during the early 90s. Sprint took its wireless strategy a big step further in the late '90s by building the only nationwide PCS network in the U. S.Meanwhile, a visionary entrepreneur named Morgan O’Brien founded a company called Fleet Net in 1987. This company was renamed Nextel in 1993 and rapidly established itself as a nationwide force in the burgeoning world of wireless communications. In September 1996, the company introduced Motorola's breakthrough iDEN technology. This marked the first combination of enhanced digital cellular, two-way radio and text/numeric paging in one phone – the famed Nextel phone. (Sprint Nextel Corporation, 2013). By 2005 the company was launched as Sprint Nextel Corporation after a merge done between the two, Sprint Corporation and Nextel Corporation.Both companies with proven records of successful achievements were brought together to continue opening new doors for cust omers and the industry. (Sprint Nextel Corporation, 2013). Stakeholders A stakeholder is defined as a party that has an interest in an enterprise or project. The primary stakeholders in a typical corporation are its investors, employees, customers and suppliers. However, modern theory goes beyond this conventional notion to embrace additional stakeholders such as the community, government and trade associations. (www. investopidia. com, 2013).Going forward in the discussion let’s take a look on Sprints Internal and External stakeholders. External Stakeholders Sprint engages a broad range of Non Government Organizations (NGOs) that have experience on specific issues such as green electronics, paper certification, e-waste, human rights and scope 3-emissions measurement. Each Corporate Responsibility working committee seeks to establish relationships with one to three NGOs and/or investor stakeholders for dialog on the related issue as well as strategy, proposed policy, measurem ent and reporting.These relationships have been invaluable and have resulted in more knowledgeable team members on the working committees and stronger, more comprehensive policies that incorporate the perspective of stakeholder partners. (Sprint Nextel Corporation, 2013). Internal Stakeholders Sprint uses a multi-tier Corporate Responsibility (CR) Governance Model that effectively incorporates all levels of the employees, ensures tight linkage with their operations and strategy, and drives accountability for performance against their CR operating priorities and long-term goals.The structure includes the CR Steering Committee, chaired by CEO Dan Hesse; the CR Leadership Committee, chaired by Ralph Reid, vice president of Corporate Responsibility; an External CR Stakeholder Panel; CR working committees; and a CR scorecard. The CR Steering Committee provides periodic updates to the Sprint Board of Directors about Sprint's ongoing efforts in the area of social responsibility and environ mental sustainability. (Sprint Nextel Corporation, 2013). SWOT Analysis Strength One of Sprint strengths is their Average Revenue Per Unit (ARPU).The company has the higher ARPU within the three largest telecommunication companies in the U. S. An advantage of 2. 6% and 2. 1% increase over AT and Verizon’s ARPUs respectively, from 2010 to 2011, put Sprint finishing the 2011 fiscal year with a $57. 3 ARPU. These results came with new strategic plans implemented to acquire the rights to offer the Apple’s iconic models of smart phones the well known Iphones. Also in the postpaid, by the second quarter of 2012 ARPU increased to $63. 4 thanks to a $10 premium data add on charge established to all smart phones.The increase has been registered as the best ever Sprint platform postpaid ARPU as well as the best record for any major wireless company in the U. S. (â€Å"Company Profile Sprint Nextel Corporation,† 2012) Weakness Churn rates are one of the Sprint weaknesses. These rates are the percentage of subscribers to the services that discontinue their subscription in a given time period. (Investopedia, 2013). Sprint being a significant company in the U. S. wireless communications market ended in 2011 with 55 million wireless subscribers of which 33 million are postpaid and 14. million are prepaid subscribers and 7. 2 million are wholesale and affiliates subscribers. (â€Å"Company Profile Sprint Nextel Corporation,† 2012). During four straight years (2008-2011) Sprint lost about 8. 6 million postpaid subscribers while AT and Verizon took advantage and increased their respective subscriber based. Churn rates for Sprint where 0. 48% over AT and in comparison with Verizon came up to 0. 59% over by 2011 fiscal year. This represents to investors and public that there are some issues with services, devices or networks that make them difficult to retain customers. â€Å"Company Profile Sprint Nextel Corporation,† 2012) Oportunity In this i ndustry there is always a need to improve coverage, data speeds, voice quality and to find the most efficient way of doing that. Sprint has a plan of implementing a network called Sprint Vision. This modern network will have the flexibility to manage multiple technologies in just one network. One of the primary causes for Sprints lack of growth is precisely the operation of two different networks, the formerly Sprints network and the Nextel’s IDEN network.This plan will integrate this two network technologies into one low operating cost network with more efficient ways of delivering what customers expect. (â€Å"Company Profile Sprint Nextel Corporation,† 2012) Threat In the last couple of years we have seen smartphones are made with more technology and features. These technologies make them more expensive to companies and customers. Most telecommunications companies subsidies the cost of this devices in order to make them more affordable to consumers who subscribes to their services.This is considerate a threat for Sprint because it could put at risk the balance of growth and profitability. For example, during 2011 Iphones penetration and other new devices helped Sprints revenue to increase 8% or $208 millions in comparison to 2010 fiscal year. In the mean time during the same time period equipment subsidies increased 16% or $1. 1 billion. (â€Å"Company Profile Sprint Nextel Corporation,† 2010) Conclusion After 114 years of history, Sprint has proven to be an innovative company and a leader in the telecommunications industry.It is a company with corporate responsibility compromise that conducts businesses in a socially and environmentally responsible manner. It’s based on the premise that a company is much more than the products and services it sells. (Sprint Nextel Corporation, 2013). Sprint has great possibilities to succeed in today’s market environment and increase their profitability. By using what they have learned fr om his strengths, they can set the phase to reach their goals. When we looked at the Average Revenue Per Unit they have been making, it can be established that Sprint can be more profitable than its competitors.If it can be done once it can be done every time. Even though, Churn rates weaknesses Sprint credibility to maintain its subscribers, during 2012, Sprint reported the lowest churn rates ever at 1. 7%. (Sprint Nextel Corporation, 2013). Customer service experience has increased also to best ever levels. Also the line of devices like the Iphone is helping to keep customers happy and loyal. (Sprint Nextel Corporation, 2013). Sprint Vision network will help to . reduce cost of operations of the company and will provide customers with better services.Customers should be happier and more satisfied with Sprint products and services. Profitability will also be less affected by devices subsidies since network operations will be more cost efficient. After analyzing all the information gathered, it look that might be a bright future for Sprint Nextel Corporation. References Company Profile Sprint Nextel Corporation. (2012, August 10). MarketLine, 24-29. doi:8613378D-5CF0-49B7-93F8-346EE511D261 Sprint Nextel Corporation (2013). History. Retrieved from http://www. sprint. com/companyinfo/history/ Sprint Nextel Corporation. (2013). Corporate Responsibility GovernanceModel. Retrieved from http://www. sprint. com/responsibility/approach/cr-governance. html www. alacrastore. com. (2013, January). Sprint Nextel Corporation (S) – Financial and Strategic SWOT Analysis Review. Retrieved from http://www. alacrastore. com/storecontent/GlobalData_Company_Reports-Sprint_Nextel_Corporation_S_Financial_and_Strategic_SWOT_Analysis_Review-2087-25542 Investopedia. (2013). Stakeholder. Retrieved from http://www. investopedia. com/terms/s/stakeholder Investopedia. (2013). Churn Rates. Retrieved from http://www. investopedia. com/terms/c/churnrate. asp#axzz2KsiBeGpW

I m A Pentecostal My Belief - 993 Words

Dustin McClure Eric Fish ENGL 1010: A11 10 Feb. 15 I’m a Pentecostal: My Belief Explained In a Song The song I have chosen really explains my belief as a Christian and tells about how we Pentecostals sometimes act in church. The video (I’m) is a live performance based in a church, Christian Life Center (CLC), which is located in Stockton, CA. The original church was founded on 15 Apr. 1935; from the beginning the church began to grow so fast that their buildings couldn’t keep up with them. The church started in a storefront building and has recently moved on to their sixth building, which seats 5,800 people (Our). With a great ministry team and worship leaders, CLC choir has not only preformed the song â€Å"I’m a Pentecostal†, but also one of the pastors, Nethaniel Haney, wrote the lyrics to the song. I love the song because the lyrics really speak about what we believe, explains how we worship in church, and how we continue to grow in size. â€Å"We’re the Pentecostals, Baptized in Jesus n ame† (6); this states that we are Pentecostal in denomination and that we are baptized in the name of Jesus Christ. We believe the plan of salvation is explained in Acts 2:38, when Peter preached repent, be baptized in Jesus name, and receive the Holy Ghost. We have not changed what we preach from what was preached by Peter on the day of Pentecost, which explains the line â€Å"Just read the book of Acts, We are still the same† (8). Another thing that has not changed is our name - which isShow MoreRelatedRoman Catholicism Versus Pentecostal Christianity2192 Words   |  9 PagesCatholicism to Pentecostal Christians Faith 1 Comparison of Roman Catholicism to Pentecostal Christians Faith Steven M Garrett Axia College University of Phoenix Roman Catholicism to Pentecostal Christians FaithRead MoreThe Ethos Of Southern Christian University932 Words   |  4 Pagesleague, a club, or a even a student of university, we are impacted by the ethos of those groups we choose to have membership with. The word ethos is defined by one dictionary as, the distinguishing character, sentiment, moral nature, or guiding beliefs of a person, group, or institution (Merriam-Webster). In short, ethos refers to the color or flavor of a given culture or sub-cultural group. It might also be said that ethos refers to the measuring stick that defines whether a particularRead MoreThe Christian Community At Large Talks About Unity753 Words   |  4 Pagesdividing the Church. Not only have Christians been broken into factions, sometimes called denominations, but individuals in a single congregation are often isolated from one another. On a single street, we may find two distinct congregations of similar beliefs, made separate by somet hing trivial as differing styles of worship. In a single pew, there may be two people who have no spiritual influence in each others lives because they belong to different social sets. And these are just the superficial matters--weRead MoreHeritage Assessment1064 Words   |  5 PagesGuerrero Grand Canyon University: NRS-429V Family Health Promotion 04/17/2011 Jose Alejandro Every individual has a cultural heritage. Each culture views the world differently. Culture is an inherited characteristic and includes knowledge, beliefs, customs, skills, likes and dislikes. The fundamental role of cultural heritage is uniting, respecting the diversities and brings people together to face the future by informing, perceiving and give importance to the understanding of the past (needRead More The Azusa Street revival of 1906 to 19092452 Words   |  10 Pages20th century were biased, and distorted the events that occurred. Early believers portrayed the revival as an eschatological narrative in which the power of God came down to earth and revolutionised the church, especially with the gift of tongues. Pentecostal historians later mythologised Azusa Street representing the revival as the birthplace of Pentecostalism. On the other hand, conservatives portrayed the events of the revival as unbiblical and sinful, while secular critics depicted the revival asRead MoreMus lim Mosque And The Mosque Essay1465 Words   |  6 PagesI chose a Muslim Mosque for my site visit in Miami Gardens which is call Masjid. A Mosque is a  building in which Muslims worship God. The religion is Islam and  Islam means â€Å"submission to the will of God.†Islam teaches belief in only one God, the Day of Judgment and individual accountability for actions.  Islam greatly values peace. Islam shares the same Abrahamic heritage as Judaism and Christianity and, therefore, espouses many similar beliefs and practices. Among them are belief in angels, prophetsRead MoreThe Heresy Of White Christianity893 Words   |  4 PagesCross and the Lynching Tree†. This source will give a personal yet professional point of view of my topic. Anon. 2009. â€Å"Christianity - Oxford Reference.† Christianity - Oxford Reference. Retrieved 2015 (http://www.oxfordreference.com/view/10.1093/oi/authority.20110803095610483). There needed to be a clear definition of the term â€Å"Christianity†. It needed to be stated and understood. Therefore there I have provided an in depth definition of the word. This source includes history, as well as a deepRead MoreBanks 4 Mat Review Essay1288 Words   |  6 PagesUNIVERSITY A REVIEW OF REVIEWING LEADERSHIP BY ROBERT BANKS AND BERNICE LEDBETTER SUBMITTED TO DR. DANIEL MOOSBRUGGER IN PARTIAL FULFILLMENT OF LEADERSHIP 510 BY HENRY TOLBERT GRAMBLING, LA NOVEMBER 2, 1014 ABSTRACT Robert Banks and Bernice M. Ledbetter believe the subject of leadership to be one worth exploring, and they do so in their book much to our profit. In this short book, Banks and Ledbetter begin by presenting the overall question they want to answer: Do Christians core convictionsRead MoreEssay on Re: Nrs 437 Embryo Harvesting , Part Ii1292 Words   |  6 Pagesopinions on this matter; it is obvious that her beliefs and values play a major, even a dominating role in her opinions. R.L. exercises the principle of religious freedom which implies that â€Å"an individual should never act in a manner contrary to their religious beliefs and that they have the right to refuse participation in any treatment or procedure that is contrary to their conscience nor should they be restrained from acting in accordance with their own beliefs, within due limits† (Ascension Health, 2013)Read MoreThe Field Of Leadership And Management Essay1447 Words   |  6 PagesJournal Of Pentecostal Studi es, 10(1), 63-77. In this article the author talks about the importance real change leadership by emphasizing the need for management to work together as a team to produce better results as a whole. He begins by stating the core principles of real change leadership encompasses the commitment to a better method, challenge what might be the standard, and to care for all of the employees in the business, how they should be treated and encouraged to grow. I feel this article

American Indian Movement History and Profile

The American Indian Movement (AIM) started in Minneapolis, Minn., in 1968 amid rising concerns about police brutality, racism, substandard housing and joblessness in Native communities, not to mention long-held concerns about treaties broken by the U.S. government. Founding members of the organization included George Mitchell, Dennis Banks, Eddie Benton Banai, and Clyde Bellecourt, who rallied the Native American community to discuss these concerns. Soon the AIM leadership found itself fighting for tribal sovereignty, restoration of Native lands, preservation of indigenous cultures, quality education and healthcare for Native peoples.​ â€Å"AIM is difficult to identify for some people,† the group states on its website. â€Å"It seems to stand for many things at once—the protection of treaty rights and the preservation of spirituality and culture. But what else? †¦At the 1971 AIM national conference, it was decided that translating policy to practice meant building organizations—schools and housing and employment services. In Minnesota, AIM’s birthplace, that is exactly what was done.† In its early days, AIM occupied abandoned property at a Minneapolis-area naval station to draw attention to the educational needs of Native youth. This led to the organization securing Indian education grants and establishing schools such as the Red School House and the Heart of the Earth Survival School that provided culturally relevant education to indigenous young people. AIM also led to the formation of spin-off groups such as Women of All Red Nations, created to address women’s rights, and the National Coalition on Racism in Sports and Media, created to address the use of Indian mascots by athletic teams. But AIM is most known for actions such as the Trail of Broken Treaties march, the occupations of Alcatraz and Wounded Knee and the Pine Ridge Shootout. Occupying Alcatraz Native American activists, including AIM members, made international headlines in 1969 when they occupied Alcatraz Island on Nov. 20 to demand justice for indigenous peoples. The occupation would last for more than 18 months, ending on June 11, 1971, when U.S. Marshals recovered it from the last 14 activists who remained there. A diverse group of American Indians—including college students, couples with children and Natives from both reservations and urban areas—participated in the occupation on the island where Native leaders from the Modoc and Hopi nations faced incarceration in the 1800s. Since that time, treatment of indigenous peoples had yet to improve because the federal government had consistently ignored treaties, according to the activists. By bringing attention to the injustices Native Americans suffered, the Alcatraz occupation led government officials to address their concerns. â€Å"Alcatraz was a big enough symbol that for the first time this century Indians were taken seriously,† the late historian Vine Deloria Jr. told Native Peoples Magazine in 1999. Trail of Broken Treaties March AIM members held a march in Washington D.C. and occupied the Bureau of Indian Affairs (BIA) in November 1972 to spotlight the concerns the American Indian community had about the federal government’s policies towards indigenous peoples. They presented a 20-point plan to President Richard Nixon about how the government could resolve their concerns, such as restoring treaties, allowing American Indian leaders to address Congress, restoring land to Native peoples, creating a new office of Federal Indian Relations and abolishing the BIA. The march thrust the American Indian Movement into the spotlight. Occupying Wounded Knee On February 27, 1973, AIM leader Russell Means, fellow activists, and Oglala Sioux members began an occupation of the town of Wounded Knee, S.D., to protest corruption in the tribal council, the U.S. government’s failure to honor treaties to Native peoples and strip mining on the reservation. The occupation lasted for 71 days. When the siege came to an end, two people had died and 12 had been injured. A Minnesota court dismissed charges against the activists who participated in the Wounded Knee occupation due to prosecutorial misconduct after an eight-month trial. Occupying Wounded Knee had symbolic overtones, as it was the site where U.S. soldiers killed an estimated 150 Lakota Sioux men, women, and children in 1890. In 1993 and 1998, AIM organized gatherings to commemorate the Wounded Knee occupation. Pine Ridge Shootout Revolutionary activity did not die down on the Pine Ridge Reservation after the Wounded Knee occupation. Oglala Sioux members continued to view its tribal leadership as corrupt and too willing to placate U.S. government agencies such as the BIA. Moreover, AIM members continued to have a strong presence on the reservation. In June 1975, AIM activists were implicated in the murders of two FBI agents. All were acquitted except for Leonard Peltier who was sentenced to life in prison. Since his conviction, there’s been a large public outcry that Peltier is innocent. He and activist Mumia Abu-Jamal are among the most high profile political prisoners in the U.S. Peltier’s case has been covered in documentaries, books, news articles and a music video by the band Rage Against the Machine. AIM Winds Down By the late 1970s, the American Indian Movement began to unravel due to internal conflicts, incarceration of leaders and efforts on the part of government agencies such as the FBI and CIA to infiltrate the group. The national leadership reportedly disbanded in 1978. Local chapters of the group remained active, however. AIM Today The American Indian Movement remains based in Minneapolis with several branches nationwide. The organization prides itself on fighting for the rights of Native peoples outlined in treaties and helping to preserve indigenous traditions and spiritual practices. The organization also has fought for the interests of aboriginal peoples in Canada, Latin America and worldwide. â€Å"At the heart of AIM is deep spirituality and a belief in the connectedness of all Indian people,† the group states on its website. AIM’s perseverance over the years has been trying. Attempts by the federal government to neutralize the group, transitions in leadership and infighting have taken a toll. But the organization states on its website: â€Å"No one, inside or outside the movement, has so far been able to destroy the will and strength of AIM’s solidarity. Men and women, adults and children are continuously urged to stay strong spiritually, and to always remember that the movement is greater than the accomplishments or faults of its leaders.†

Child s Reasoning And Problem Solving Development

When a baby is born, the baby’s brain contains billion of neurons that will grow into neural synapses. These neural synapses, in turn, turn into â€Å"skills† such as learning how to hold a bottle, how to write or draw, or how to ride a bicycle. These skills require hardwiring so that the skill can be learned and embedded in the brain. The phrase â€Å"use it or lose it† closely ties to a young child’s brain synapses that are not wired together through stimulation are lost throughout adolescence. A child’s brain is more susceptible to this loss than an adult because their brain is still raw. A child’s brain is like building a house—it needs to have a foundation and experiences and interactions to help build the structure. When a child is given love and language-enriched experiences, the child will be able to acquire language, reasoning, and planning skills, because the child’s brain synapses are wiring together. Improving Child’s Reasoning and Problem-Solving Development Child’s Reasoning According to the article, Fostering Children’s Reasoning and Problem Solving, Whittaker (2014) explains that young children are capable of developing reasoning and problem-solving skills. Their skills then support their later development and learning and early childhood educators can foster these developments. These skills are fundamental for lifelong development and without the proper education, children will lack understanding of reason and will not know how to cope with extreme or severeShow MoreRelatedPiaget s Theory Of Cognitive Development1100 Words   |  5 Pages Piaget s theory of cognitive development, that he developed in 1936, explains how a child constructs a mental model of the world (McLeod). He disagreed with the idea that intelligence was a fixed trait, and regarded cognitive development as a process which occurs due to biological maturation and interaction with the environment (McLeod). â€Å"What Piaget wanted to do was no t to measure how well children could spell or solve problems, but was more interested in was the way in which conceptsRead MorePiaget and Vygotsky1272 Words   |  6 PagesIntroduction Cognitive development is interpreted as the gradual orderly development of thinking, understanding and reasoning processes from birth to maturity. The aim of primary school is to build the knowledge and the skills children need to have for further cognitive development. Therefore, the constant development of coginition is very important to young children, because it gives them the basic understanding towards themselves and the world. As a result, in order to assist and support children’sRead MoreJean Piaget s Theory Of Cognitive And Affective Development1693 Words   |  7 PagesAffective Development is a result of an interdisciplinary approach to understanding mental processes and the behaviors presented by those processes. Piaget’s theory encompasses development through four levels of cognition to formal operations. It further includes aspects such as types of knowledge, factors in development, and adaptation. Piaget’s background in biology and philosophy as w ell as his beliefs in epistemology and structuralism played a critical role in his theory’s development. â€Æ' JeanRead MoreChild And Teacher Guided Activities Essay1221 Words   |  5 Pagescreation of activities that offer each child many opportunities for challenge and success. Support the growth of a child s self-image, self -esteem self- concept. 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The different topics to be discussed are inclusive of the children capabilities in terms of their social emotional development and skills that children need in order to become problem solvers. The other topic is the methodology which discusses the strategies used in different articles, the classroom environment and the action of teachers as models following th eir professional development from their trainingRead More Development of a Four Year Old Child Essays589 Words   |  3 PagesDevelopment of a Four Year Old Child Works Cited Not Included Enthusiasm in children is like a ripple in the water ... it spreads. ~Anonymous~ The study of child development helps us understand the changes we see as children grow and develop. A child?s development is divided into five areas: physical, emotional, cognitive, social, and moral development (Mitchell and David 1992). Although each area will be discussed separately, it is important to remember that all these areasRead MoreProblem Solving Critical Thinking - Hdlt1764 Words   |  8 PagesCritical thinking and Problem Solving HDLT mini paper It is possible to store the mind with a million facts and still be entirely uneducated. Alec Bourne. According to American educational Psychologist – Robert M Gagne – â€Å"The central point of any education is to teach people to think, to use their rational powers, to become better problem solvers. â€Å" Looking at the current model of our own learning, in HDLT 2 class itself – as students of the second semesterRead MoreThe Strengths And Weaknesses Of Piaget s Cognitive Development Theory1356 Words   |  6 PagesJean Piaget is a key figure for development, focusing on cognitive constructivism – that being that we must learn from experience and development, building on knowledge that has already been developed. The strengths and weaknesses of Piaget s cognitive development theory will be discussed. Piaget suggests that development in children occurs in four stages: sensorimotor, preoperational, concrete operational and formal operational. During the Sensorimotor stage (between birth and the age of two)

Promotion Strategy Free Essays

string(85) " while others concentrate on the Lifetime Service Guarantee offered by Ford dealers\." Table of Contents Sr No. | Title| P No. | 1. We will write a custom essay sample on Promotion Strategy or any similar topic only for you Order Now | Introduction| 2-5| 2. | Promotional Mix| 5| 3. | Sales process| 7-8| 4. | Advertising| 9-13| 5. | Other Methods| 14-15| 6. | Public Relations| 15| 7. | References| 18| Introduction What is promotional strategy ? Promotional strategy is the function of informing, persuading, and influencing a consumer decision. It is as important to non profit organizations as it is to a profit oriented company like Colgate-Palmolive. Some promotional strategies are aimed at developing primary demand, the desire for a general product category. For example, the Wisconsin Milk Marketing Board promotes natural cheese through advertisements without referring to any particular cheese maker. But most promotional strategies are aimed at creating selective demand, the desire for a particular product. Land O’ Lakes campaign—†The taste that stands above. Land O’ Lakes 4-Quart Cheese†Ã¢â‚¬â€is an example. The objectives of promotion, the components of the promotional mix—personal selling, advertising, sales promotion, and public relations are discussed, and finally, the factors that influence marketers’ decisions in selecting a promotional mix are explained. Objectives of Promotional Strategy Promotional strategy objectives vary among organizations. Some use promotion to expand their markets, others to hold their current positions, still others to present a corporate viewpoint on a public issue. Promotional strategies can also be used to reach selected markets. Most sources identify the specific promotional objectives or goals of providing information, differentiating the product, increasing sales, stabilizing sales, and accentuating the product’s value. An organization can have multiple promotional objectives. The National Pork Producers Council has developed â€Å"The Other White Meat† promotional campaign primarily to position pork as a white meat rather than a red meat. Other goals of the campaign include increasing the sale of pork and informing consumers that pork is low in calories and cholesterol, high in nutrition, easy to prepare, and versatile. To illustrate the versatility of pork, one advertisement in the campaign features 21 different pork dishes and offers consumers a free booklet for those and other pork recipes. Providing Information In the early days of promotional campaigns, when there was often a short supply of many items, most advertisements were designed to inform the public of a product’s availability. Today, a major portion of advertising in the United States is still informational. A large section of the daily newspapers on Wednesdays and Thursdays consists of advertising that tells shoppers which products are featured by stores and at what price. Health insurance advertisements in Sunday newspaper supplements emphasize information about rising hospital costs. Industrial salespeople keep buyers aware of the latest technological advances in a particular field. Fashion retailers advertise to keep consumers abreast of current styles. Promotional campaigns designed to inform are often aimed at specific market segments. Warner Bros. Records, for example, created a compact disc advertisement targeted at the baby-boom generation. In explaining the purpose of the ad, a Warner executive said, â€Å"We believe that most boomers are unaware that our classic recordings of the 1950s, 1960s, and 1970s are on CD along with the current releases. The ad informs baby boomers that Warner releases not only contemporary recordings but also some of its best albums from previous years, including those by Fleetwood Mac, Van Morrison, and ZZ Top, on compact discs. Included in the ad is a list of classic recordings now available on compact discs. Differentiating the Product Marketers often develop a promotional strategy to differentiate their goods or services fro m those of competitors. To accomplish this, they attempt to occupy a â€Å"position† in the market that appeals to their target customers. Promotions that apply the concept of positioning communicate to consumers meaningful distinctions about the attributes, price, quality, or usage of a good or service. Positioning is often used for goods or services that are not leaders in their field. The advertisement for Murphy’s Oil Soap in Figure 13. 2 is part of a promotional campaign The Murphy-Phoenix Company uses to differentiate its household cleaner from its much larger competition. While market leader Mr. Clean and other large competitors such as Top Job are promoted as â€Å"tough on dirt† cleaners, Murphy’s Oil Soap is positioned as a gentle household cleaner. The positioning strategy is carried through in other ads in the campaign, in which caretakers of churches and opera houses emphasize the soap’s gentle cleaning attribute. Increasing Sales Increasing sales volume is the most common objective of a promotional strategy. Some strategies concentrate on primary demand, others on selective demand. Sometimes specific audiences are targeted. In an effort to build the sales volume of its bodywear, Danskin developed an advertising campaign targeted at women age 18 to 44. Advertisements in the $3 million campaign, helped boost the sales of Danskin’s adult garments by 30 percent in one year. The campaign theme—†All the World’s a Stage†Ã¢â‚¬â€communicates the message that Danskin garments can be purchased not only for exercise and dance but also as everyday apparel. Stabilizing Sales Sales stabilization is another goal of promotional strategy. Sales contests are often held during slack periods. Such contests offer prizes (such as vacation trips, color televisions, and scholarships) to sales personnel who meet certain goals. Sales promotion materials—calendars, pens, and the like—are sometimes distributed to stimulate sales during off-periods. Advertising is also often used to stabilize sales. Hotels are crowded on weekdays with business travelers, but these people go home on Friday. So many hotels promote â€Å"weekend packages† at lower rates to attract tourists and vacationers. A stable sales pattern allows the firm to improve financial, purchasing, and market planning; to even out the production cycle; and to reduce some management and production costs. The correct use of promotional strategy can be a valuable tool in accomplishing these objectives. Accentuating the Product’s Value Some promotional strategies are based on factors, such as warranty programs and repair services, that add to the product’s value. Many Ford Motor Company advertisements promote specific car and light truck models. Some ads, however, are designed to promote Ford’s 6-year, 60,000-mile powertrain warranty, while others concentrate on the Lifetime Service Guarantee offered by Ford dealers. You read "Promotion Strategy" in category "Papers" These promotions point out greater ownership utility to buyers, thus enhancing the product’s value. The Promotional Mix Firms use various elements to achieve their promotional objectives. Promotion consists of two components: personal selling and nonpersonal selling. Personal selling is a promotional presentation made on a person-to-person basis with a potential buyer. Nonpersonal selling consists of advertising, sales promotion, and public relations. The promotional mix is a combination of personal selling and nonpersonal selling. Marketers attempt to develop a promotional mix that effectively and efficiently communicates their message to target customers. Personal Selling For many companies, personal selling—a promotional presentation made on a person-to-person basis to a potential buyer—is the key to marketing ffectiveness. The promotional strategy of Merrill Lynch, a financial services firm, focuses on its 12,000-person sales force. Selling was the original method of promotion. Today, selling employs over 6 million Americans. The sales function of most companies is changing rapidly. In some cases, the change has been only cosmetic, such as when the t itle salesclerk is changed to account representative but the job function remains the same. Yet, many firms are making significant changes in their sales force. Sales duties have been expanded, and in some instances, the function itself has changed. The primary trend is toward increased professionalism on the part of sales personnel. Today’s sales people act as advisors to their customers, helping them utilize more efficiently the items they buy. Sales Tasks Sales tasks vary significantly from one company or situation to another, but it usually includes three basic tasks: order processing, creative selling, and missionary selling. Order Processing: The task of order processing involves the receipt and handling of an order. Needs are identified and pointed out to the customer, and the order is processed. The handling of orders is especially important in satisfying customer needs. The Willamette Industries advertisement points out that the firm’s salespeople take a customer-oriented approach to order processing. They check the quality of the products their retail customers receive, know their customers’ market, and ensure that products are available when customers need them. Route sales personnel for such consumer products as bread, milk, and soft drinks are examples of order processors. They check a store’s stock, report the inventory level to the store manager, and complete the sale. Most sales jobs have at least a minor order-processing function. It becomes the primary duty in cases where needs are readily identified and acknowledged by the customer. Creative Selling: Sales representatives for most industrial goods and some consumer goods are involved in creative selling, a persuasive type of promotional presentation. Creative selling is used when the benefits of a good or service are not readily apparent and its purchase is being based on a careful analysis of alternatives. In new-product selling, sales people need to be very creative if initial orders are to be secured. Missionary Selling: An indirect form of selling in which the representative markets the goodwill of a company or provides technical or operational assistance to the customer is called missionary selling. For example, many technically based organizations, such as IBM and Xerox, provide systems specialists who consult with their customers. These people are problem solvers and sometimes work on problems not directly involving their employer’s product. A person who sells a highly technical product may do 55 percent missionary selling, 40 percent creative selling, and 5 percent order processing. By contrast, the job of retail salespeople may be 70 percent order processing, 15 percent creative selling, and 15 classifying a particular sales job. The Sales Process Years ago, sales personnel memorized a sales talk provided by their employers. Such a canned sales presentation was intended to provide all the information the customer needed to make a purchase decision. The entire sales process was viewed as a situation in which the prospective customer was passive and ready to buy if the appropriate information could be identified and presented by the representative. Contemporary selling recognizes that the interaction between buyers and sellers usually rules out canned presentations in all but the simplest of sales situations. Today’s professional sales personnel typically follow a sequential pattern, but the actual presentation varies according to the circumstances. Figure 13. 5 shows that seven steps can be identified in the sales process: prospecting and qualifying, the approach, the presentation, the demonstration, handling objections, the closing, and the follow-up. Prospecting and Qualifying: In prospecting, salespeople identify potential customers. They may come from many sources, such as previous customers, friends, business associates, neighbors, other sales personnel, and other employees in the firm. A recent study indicated increased advertising in business publications results in more prospects for salespeople promoting industrial goods and services. In the qualifying process, potential customers are identified in terms of their financial ability and authority to buy. Those who lack the necessary financial resources or who are not in a position to make the purchase decision are given no further attention. The Approach: Salespeople should carefully prepare their approach to potential customers. All available information about prospects should be collected and analyzed. Sales representatives should remember that the initial impression they give prospects often affects the prospects’ future attitudes. The Presentation: The presentation is the stage at which the salesperson transmits the promotional message. The usual method is to describe the good’s or service’s major features, highlight its advantages, and cite examples of consumer satisfaction. The Demonstration: A demonstration allows the prospect to become involved in the presentation. Demonstrations reinforce the message communicated to the prospective buyer. In promoting some goods and services, the demonstration is a critical step in the sales process. Paper manufacturers, for example, produce elaborate booklets that their salespeople use to demonstrate different types of paper, paper finishes, and graphic techniques. The demonstration allows salespeople to show art directors, designers, printers, and other potential customers what different paper specimens look like when they are printed. Handling Objections: Many salespeople fear objections from the prospect because they view them as a rebuke. Actually, such objections should be welcomed, because they allow additional points in support of the sale and to answer questions the consumer has about the good or service to be presented by the sales representative. The Closing: The closing is the critical point in selling—the time at which the seller actually asks the prospect to buy the product. The seller should watch for signals that the prospect is ready to buy. For example, if a prospect starts discussing where the new equipment would fit in the plant system they are inspecting, it should give the sales agent a signal to attempt to close the sale. Effective closing techniques might be that the salesclerk can ask the prospect directly or propose alternative purchases. Or the salesperson may do something that implies the sale has been completed, such as walking toward a cash register. This forces the prospect to say no if they do not want to complete the sale. The Follow-Up: After-sale activities are very important in determining whether a customer will buy again later. After the prospect agrees to buy, the salesperson should complete the order processing quickly and efficiently and reassure the customer about the purchase decision. Later, the salesperson should check with the customer to determine whether the good or service is satisfactory. Many firms employ telemarketers to conduct post-sale activities. Telemarketing: is a personal selling approach conducted entirely by telephone. Telemarketers employed by the Apple Bank for Savings in New York make follow up calls to customers to measure their reaction to the bank’s services. Telemarketers also perform other functions in the sales process. At Apple Bank, they handle customer inquiries and help market the bank’s financial services. For example, telemarketers call customers when their certificates of deposit are about to mature and suggest other savings alternatives. Advertising For many firms, advertising is the most effective type of nonpersonal promotion. Advertising is a paid, non personal sales communication usually directed at a large number of potential buyers. Firms in the United States account for about half of worldwide advertising expenditures. U. S. marketers spend more than $100 billion each year, or about $420 for each man, woman, and child. The nation’s leading advertisers are Philip Morris; Procter Gamble; General Motors; Sears, Roebuck; and Ford Motor Company, each of which spends more than $1 billion on advertising annually. Advertising expenditures can vary considerably from industry to industry and company to company. In the nonresidential general building contracting industry, for instance, advertising spending amounts to only two-tenths of 1 percent of sales. At the other extreme is the retail mail-order house industry, which spends 14 percent of sales on advertising. Types of Advertising The two basic types of advertising are product and institutional. Product advertising involves the selling of a good or service. Advertisements for Nike Air shoes, Marriott hotels, and Packard Bell computers would be classified as product advertising. Institutional advertising: involves the promotion of a concept, idea, or philosophy, or the goodwill of an industry, company, organization, or government entity. For example, Texas promoted tourism with the theme: â€Å"Visit a country where the natives are friendly and the language barrier is easily overcome. Institutional advertising by profit-seeking firms is called corporate advertising. A form of institutional advertising that is growing in importance, advocacy advertising supports a specific viewpoint on a public issue. Its purpose is to influence public opinion and/or the legislative process. Advocacy advertising is used by many nonprofit organizations. For example, advertisements by the National Rifle Association support Americ ans’ constitutional right to keep and bear arms and speak out against the passage of gun-control laws. The Chemical Bank advertisement an example of a corporate advocacy advertisement. The ad expresses Chemical Bank’s viewpoint concerning a current law that prohibits commercial banks from competing in the securities underwriting market. Advocacy advertising is sometimes referred to as cause advertising. Advertising and the Product Life Cycle Product and institutional advertising can be subdivided by its purposes: to inform, persuade, or remind. Informative advertising, intended to build initial demand for a product, is used in the introductory phase of the product life cycle. When Johnson ; Johnson introduced its Acuvue disposable contact lens—the nation’s first disposable lens—it launched a massive advertising campaign directed at consumers and eye-care professionals to explain the health benefits of using the new product. Persuasive advertising attempts to improve the competitive status of a product, institution, or concept. It is used in the growth and maturity stages of the product life cycle. The Kinder-Care advertisement in Figure 13. 7 is an example of persuasive advertising. Since it was established in 1969, Kinder-Care used informational ads that promoted the centers’ hours and programs. But now that the company has grown to almost 1,400 centers and competitors such as La Petite Academy, Children’s World, and Gerber Children’s Center have entered the market, Kinder-Care has shifted to a persuasive advertising approach. The theme of the campaign—†The Joys of Kinder-Care†Ã¢â‚¬â€promotes the idea of trust, which the firm’s marketing research indicated was parents’ major child-care concern. One of the most popular approaches to persuasive product advertising is comparative advertising, which makes direct comparisons with competitive products. Numerous companies have used comparative advertising in recent years. The Pepsi Challenge is an example of comparative advertising. Pepsi-Cola ads have used blind taste tests in which a majority of consumers choose Pepsi over Coca- Cola. Although Coca-Cola still leads the soft-drink market, the Pepsi Challenge helped increase Pepsi sales considerably. Reminder-oriented advertising, used in the late-maturity and decline stages of the product life cycle, attempts to keep a product’s name in front of the consumer or to remind people of the importance of a concept or an institution. Soft drinks, beer, toothpaste, and cigarettes are products for which reminder-oriented advertising is used. The Association of Railroads used an advertisement that began: â€Å"Today’s railroads, America’s great untapped resource. † Even police cars in some areas of the United States carry reminder-oriented themes such as â€Å"We protect and serve. † E. D. Bullard Company designed the poster shown in Figure 13. 8 to remind workers of the importance of wearing hard hats. Advertising Media All marketers face the question of how to best allocate their advertising expenditures. Cost is an important consideration, but it is equally important to choose the media best suited for the job. All media have dvantages and disadvantages; these are discussed in the sections that follow. Newspapers: Newspapers, with 26 percent of total advertising volume, are the largest of the advertising media. 9 Because newspaper advertising can be tailored for individual communities, local advertising is common. Newspapers also reach nearly everyone in the community. Other advantages are t hat readers can refer back to them, and they can be coordinated with other advertising and merchandising efforts. In fact, advertising is considered the third most useful feature in newspapers, after national and local news. A disadvantage is the relatively short life span. Television: Television ranks second overall to newspapers with 22 percent of all advertising volume, but it is the leader in national advertising. Television advertising can be classified as network, national, local, and cable. Television has a significant impact on potential customers despite its high cost. Mass coverage, repetition, flexibility, and prestige are other advantages. The medium’s ability to reach huge audiences was demonstrated vividly by the 1989 Pepsi commercial featuring pop singer Micahael Jackson. The firm spent $5 million to beam the commercial to 250 million viewers in 40 nations, from Finland to the Philippines. The ad was pulled because of Michael Jackson’s image and legal problems. ) In addition to high cost, its disadvantages include the temporary nature of the message, some public distrust, and lack of selectivity in the ability to reach specific target market segments without considerable wasted coverage. Direct Mail: Direct mail is the third -leading advertising medium, with about 17 percent of total advertising expenditures. Its advantages include selectivity, intense coverage, speed, flexibility, complete information, and personalization. On the other hand, direct mail is extremely costly. It is also dependent on effective mailing lists, and it sometimes meets with consumer resistance. Radio: With 99 percent of all U. S. households owning on average five radio sets, radio is another important broadcast advertising medium. Radio, which accounts for 7 percent of total advertising volume, can be classified as network, spot, and local advertising. Advantages of radio are immediacy, low cost, targeted audience selection, flexibility, and mobility. Disadvantages include the short life span of a radio message and a highly fragmented audience. Magazines: Magazines account for about 5 percent of advertising volume. Modern Maturity, with almost 20 million subscribers, is the nation’s largest magazine in terms of paid subscriptions. It is followed by Reader’s Digest and TV Guide, each with about 17 million subscribers. Advantages of magazines include selectivity, quality reproduction, long life, and prestige. The main disadvantage of magazines is that they lack the flexibility of newspapers and broadcast media, but the appearance of local advertising in various regional editions of national news magazines suggests that this problem is being overcome. Outdoor Advertising: One percent of total advertising expenditures are on outdoor advertising such as billboards. Its strength is in communicating simple ideas quickly. Other advantages are repetition and the ability to promote goods and services available for sale nearby. However, the message must be brief, and there are aesthetic considerations. Other Media Options: Other media include advertising in movie theaters and on airline movie screens. Recently, several firms such as Coca Cola, PepsiCo, Chrysler, and Hershey placed ads on videocassette movies. Many firms display their advertising message on trucks, while others use transit advertising. An advertising vehicle gaining in popularity is the hot-air balloon, used by organizations such as Maxwell House, Coors, Eastman Kodak, and the states of Maryland and Connecticut. These alternative media can be employed separately or in conjunction with advertising campaigns using more traditional media. Can you name the candy the space creature picked up in the film â€Å"E. T. â€Å"? Reeses Candy company’s sales of Reeses Pieces went through the profit ceiling for this exposure. As such, many other companies now pay thousands of dollars for this type of theatrical exposure and advertising. Sales Promotion Sales promotion consists of the forms of promotion other than advertising, personal selling, and public relations that increase sales through one-time selling efforts. Sales promotion was traditionally viewed as a supplement to a firm’s sales or advertising efforts, but now it has become an integral part of the promotional mix. Expenditures for sales promotion total more than $100 billion each year. Point-of-Purchase Advertising (POP) Point-of-purchase advertising (POP) consists of displays and demonstrations promoting an item at a time and place near the location of the actual purchase decision, such as in a retail store. Video advertising on supermarket shopping carts is an example. POP can be very effective in continuing a theme developed by some other aspect of the firm’s promotional strategy. Specialty Advertising Specialty advertising is the giving away of useful merchandise such as pens, calendars, T-shirts, glassware, and pocket calculators that are imprinted with the donor’s name, logo, or message. Because the items are useful and are often personalized with the recipient’s name, they tend to be kept and used by the targeted audience, giving the advertiser repeated exposure. Originally designed to identify and create goodwill for advertisers, specialty advertising is now used to generate sales leads and develop traffic for stores and trade show exhibitors. Trade Shows A trade show is often used to promote goods or services to resellers in the distribution channel. Retailers and wholesalers attend trade conventions and shows where manufacturers exhibit their lines. Such shows are very important n the toy, furniture, and fashion industries. They have also been used to promote the products of one nation to buyers from another. L. A. Gear used a trade show extravaganza to let retailers know about its diversified product line. The company, which originally produced a line of teenage fashion athletic footwear, expanded its offerings to include 80 women’s shoe styles, a men’s and a children’s line, and an apparel collection. But most retailers carry a limited number of L. A. Gear styles compared to those of nationally recognized brand names such as Nike and Reebok. To build its brand recognition among retailers, L. A. Gear designed a trade show display replicating the city of Los Angeles, complete with a Beverly Hills Hotel and a 25-foot City Hall. The display includes a stage where dancers, gymnasts, and other performers entertained retailers attending the National Shoe Fair in New York and the Super Show, the trade show of the sporting goods industry. Don Wasley, L. A. Gear’s vice-president of promotion, said, â€Å"When we created this trade show booth, it was to let the retailers know we’d arrived. We wanted them to take us seriously. Other Sales Promotion Methods Other sales promotion techniques include samples, coupons, premiums, contests, and trading stamps. Most of these methods are used to introduce new products or encourage consumers to try a new brand. A sample is a free gift of a product distributed by mail, door to door, in a demonstration, or inside packages containing other products. Samples are particularly useful in promoting new products. PepsiCo used a novel sampling promotion to boost the market share of Pepsi Cola in Brazil. Young male students wearing T-shirts with the Pepsi logo dispensed Pepsi samples from refrigerated backpacks to beachgoers sunning themselves on the beaches of Rio de Janeiro. The promotion supported PepsiCo’s â€Å"Taste of a new generation† advertising campaign in Brazil, where 50 percent of the population is younger than 20. A coupon is an advertising clipping or package inclusion stamps are similar to premiums in that they are redeemable for additional merchandise. Historically, they have been used to build loyalty to a certain retailer or supplier. Contests, sweepstakes, and games offer cash or merchandise redeemable by the customer. Offering what amounts to a small price discount, it can help get a customer to try a new or different product. Many retailers, including southern supermarket giant Winn Dixie, double the face value of manufacturers’ coupons. In a recent survey comparing various methods of consumer promotion, 83 percent of respondents said coupons increased the value of their shopping dollar. The respondents gave sweepstakes and other sales promotion techniques much lower ratings. A premium is an item given free or at a reduced cost with the purchase of another product. Premiums are most effective when they relate in some way to the purchased item. To promote its new cinnamon-and-raisin biscuits and increase overall breakfast traffic, Hardee’s fast-food restaurants offered the premium of a California Raisin figurine for 99 cents with the purchase of two biscuits. Sales during the four-week promotion increased 18 percent, well above Hardee’s goal of increasing sales 4. 5 percent. McDonals and Burger King promote theatrical releases through their â€Å"Kids Meals. † Trading as prizes to participating winners. The transit poster advertises an American Natural Beverage Corporation sweepstakes in which the grand prize is a 1957 Thunderbird Classic. The first person to spell â€Å"Cruisin†Ã¢â‚¬Ëœ by collecting specially marked bottle caps from Soho Natural Soda wins the car. Public Relations Public relations is an organization’s communications with its various publics, such as customers, vendors, news media, employees, stockholders, government, and the general public. Many of these communication efforts have a marketing purpose. Johnson ; Johnson Health Care Company launched a five-year public relations campaign to educate the public on reducing childhood injuries. The Safe Kids program includes a free safety kit for children that contains Band-Aids and other J;J products. The firm hopes the goodwill generated by the program will not only enhance its image as a caring and concerned company but also translate into more sales. â€Å"Building our image builds our business,† said a J;J executive. 14 Public relations is often used to supplement advertising and personal selling efforts. In some cases, however, public relations is used as a dominant element in a firm’s promotional campaign. For example, in ddition to advertising, Paramount Pictures developed a public relations program to promote the Eddie Murphy movie â€Å"Coming to America. † The program was designed to change Murphy’s image and broaden his appeal beyond his hard-core, young male fans. In the movie, Murphy plays a romantic and humorous leading man, a departure from his familiar tough-guy role in previous films such as â€Å"Beverly Hills Cop† and à ¢â‚¬Å"Trading Places. † To stress the versatility of Murphy’s talent, Paramount prepared publicity releases for newspapers and magazines and sent electronic press kits to television stations. These efforts resulted in extensive media coverage for the movie. For example, several magazines featured Murphy in cover stories, and radio stations gave the movie’s soundtrack additional playing time. Selecting a Promotional Mix Selecting the appropriate promotional mix is one of the toughest tasks confronting marketers, but there are some general guidelines to assist in determining the relative allocations of promotional efforts and expenditures among personal selling, advertising, sales promotion, and public relations. These guidelines might be stated as a series of four rules. The first guideline is the decision whether to spend promotional monies on advertising or personal selling. Once this decision is made, the marketer needs to determine the level of sales promotion and public relations efforts. A second consideration is the market served by the good or service. For instance, a drill press is sold to the industrial market, so the manufacturer’s strategy must emphasize the sales force. By contrast, California Raisins are sold to consumers; an effective advertising campaign is important to consumer products like raisins. The third rule deals with the value of the product. Most companies cannot afford to emphasize personal selling in marketing a low-priced item and instead choose advertising for the promotional strategy of goods like toothpaste, cosmetics, soft drinks, and candy. Higher-priced items in both industrial and consumer markets rely more on personal selling. Examples include time-share vacation condominiums and Boeing aircraft. Finally, the marketer needs to consider the time frame involved. Advertising is usually used to precondition a person for a sales resentation. An effective and consistent advertising theme may favorably influence individuals when they are approached by a salesclerk in a store. But except for self-service situations, a salesperson is typically involved in completing the actual transaction. Advertising is often used again after the sale to assure consumers of the correctness of their selection and to precondition them for repeat purchases. Alternative Promotional Strat egies The selection of a promotional mix is directly related to the promotional strategy the firm will employ. The marketer has two alternative strategies available to meet these goals: pushing strategy or pulling strategy. A pushing strategy is a sales-oriented approach. The product, product line, or service is marketed to wholesalers and retailers in the marketing channels. Sales personnel explain to them why they should carry this particular item or service. The marketing intermediaries are usually offered special discounts, promotional materials, and cooperative advertising allowances. In the last case, the manufacturer shares the cost of local advertising of the product or line. All these strategies are designed to motivate wholesalers and retailers to â€Å"push† the product or service to their customers. The kiwifruit advertisement is an example of a pushing strategy. In it, the New Zealand Kiwifruit Authority suggests ways retailers can merchandise the fruit so consumers will buy it. A pulling strategy attempts to generate consumer demand for the product, product line, or service, primarily through advertising and sales promotion appeals. Most advertising is aimed at the ultimate consumer, who then asks the retailer for the product or service; the retailer in turn requests the item or service from the supplier. The marketer hopes that strong consumer demand will â€Å"pull† the product or service through the marketing channel by forcing marketing intermediaries to carry it. The General Foods advertisement for Maxwell House coffee in illustrates a pulling strategy. The ad announced a sales promotion that tied in with the Taste of Chicago outdoor food festival. Consumers who brought two empty coffee cans to the Maxwell House cafe at the festival received $6 worth of free food tickets. The consumer pull influenced Chicago-area retailers to prominently feature the brand at their stores. With consumers edeeming about 49,000 empty cans, the promotion was so successful it produced record sales and moved the Maxwell House brand from third place to first in the Chicago market. Most marketing situations require the use of both strategies, although the emphasis can vary. Consumer products are often heavily dependent on a pulling strategy, while most industrial products are sold through a pushin g strategy. References 1. Colton. M. Jo Ann (2000). The Entrepreneur’s Guide to Business Basics 101; Advanced Marketing Technologie 2. http://www. smallbusiness. wa. gov. au/marketing-promotion-strategy/#selling How to cite Promotion Strategy, Papers