Marketing- CRM (customer relationship management) Case Study

Marketing- CRM (customer relationship management) - Case Study Example A feasible generalized definition of CRM is that it is information enabled relationship marketing. This definition, however, doesn't de-link CRM with technology because information management in the modern business world is completely technology enabled. The expected output of CRM is development of positive relationship with key customers or customer segments that improves shareholder value of an organization. In the modern context, CRM is an effective methodology of IT enabled execution of relationship marketing strategies to develop long term & profitable relationships with customers. As per Kaplan and Norton (2000), no strategy is complete without a strategy map. Looking into CRM, the strategic framework of CRM need to be very clearly defined before the implementation begins. The strategic framework of CRM is not established as a standalone framework rather finds its roots deep into the organizational strategic framework starting from the board room. ... The strategic framework of CRM is not established as a standalone framework rather finds its roots deep into the organizational strategic framework starting from the board room. The business strategies of an organization form the foundation of customer strategies, whereby the former is formed at the CEO & board level comprising of business objectives comprising of strategies & directions pertaining to organization wide competencies and the latter is formed at the marketing department level that use the business strategies to target market segments & customers. The root of strategies can be established using the Balanced Scorecard mechanism developed by Kaplan & Norton as shown in Figure 1. Figure 1: Balanced Scorecard strategic framework (Kaplan and Norton. 1996) First of all, the organization needs to have clearly defined Vision & Mission statements pertaining to CRM. The next step is to define the strategic business goals of the organization that is in line with these statements. These goals should be focussed towards achieving unique positioning of the company in the markets & in the perspective of the customers. For example, some companies may like to establish an image that they offer low cost products & services whereas others may like to achieve an image of offering premium & high profile products & services at premium costs. Similarly, some companies may like to establish large market segments comprising of multi-domain areas whereas some may focus on thin market segments comprising of niche areas. Whatever be the positioning defined for the organization, the leadership team may like to establish corresponding CRM goals and then expand them into key CRM

Health Care Organization Term Paper Example | Topics and Well Written Essays - 1250 words

Health Care Organization - Term Paper Example Human resources play a key role at all levels of health care provision, enhanced by proper decision making by health care organizations. In the light of the Johns Hopkins Medicine organization, human resources environment is evaluated and assessed in terms of the various factors that characterize that environment. Challenges of managing the human resources in the organization Managing human resources is often characterized by a number of identifiable challenges. These challenges are spread across all variables that define the operational functionality of human resources in an organization. Human resources management in the context of Johns Hopkins Medicine organization experiences challenges internally and externally, based on local and international trends in factors that affect human resources and the entire health care industry. The challenges herein are discussed below: New technology challenge The Johns Hopkins Medicine organization is one of the health care organizations that h ighly adopt changes in new and advanced technologies. The organization is committed to providing the domestic and international community with health services that utilize contemporary technologies in a bid to make the services effective and efficient. This is actually a positive effort for the organization, but its human resource management personnel face a significant challenge posed by this pursuit. This process promotes a shift from touch labor to knowledge work (Beardwell & Claydon, 2010). In other words, managing this change in the context of the workforce is a difficult task. Leadership development Leadership impacts on the organization at all levels. This is because organizational decisions are taken at all levels due to the required interdepartmental relationship. While Johns Hopkins Medicine organization is focused on becoming a world leading example in the health sector, little or no concentration is directed towards internal leadership of specific departments. On the sam e note, all the departments are required to work in harmony and observe the same goals and objectives. The conflicting pursuit challenges leadership development in the organization. Measurement of effectiveness Many health care organizations are focused on the result other than the process. Effectiveness measurement in these organizations is directed to the general company performance other than the individual contribution of each department in the organization. It is important to account for the effectiveness of the human resource department in the pursuit of the organizational goals. However, proper mechanisms to do so are lacking in many organizations. While such mechanisms may be in place in Johns Hopkins Medicine organization, the key variables that measure the effectiveness are lacking. Staffing It is the role of human resources management to undertake proper staffing in an organization. This is done through recruitment and management of available skilled labor, locally and in ternationally (Pilbeam & Corbridge, 2011). Johns Hopkins Medicine is an ever advancing organization in terms of its operations and technology. As a result, the staffing of the organization needs to be diverse and dynamic over time in order to match these trends. Striking a balance between the advancement and the staffing process is

What historical insights can industry materials (for example, Essay

What historical insights can industry materials (for example, marketing trailers or posters etc) provide in relation to film noir - Essay Example We take a quick peek into how the genre has survived the dual dominance of changing face of Hollywood and commercialization to ensure it holds its place, in spite of not being considered as a genre by many critics. Often classified as the art of making black films, film noir has crime trapped in black and white. There are no shades of gray in the story telling or the narrative. Every word uttered by the protagonists are filmed and shown to the viewer. And the most important part of the genre is creating that psychological shroud that propels the viewer in the audience to experience thrill, crime, and goriness coupled with a pessimistic view of the life of a fear stricken man. With fear of God replaced by fear of crime, film noir has always exploited the psychological tension that it builds up in its audiences (Conard & Porfirio, 2007, p.122). In film noir, it is all about using a set of standardized techniques to create an atmosphere of suspense and thrill. This is in stark contrast to the rest of the thriller movies in Hollywood under the crime and action genres, which rely on showing the activity of crime (like an explosion) happen, than concentrate on building up psychological tension throu gh motion picture of scenes related to the crime (like ticking of the time bomb). This genre evidently has a good amount of impact in engaging the audience and is a challenge for directors to achieve while filming the story. Let us take for example, the case of this film from the mid-nineties, â€Å"The Usual Suspects†. It is a story of five people who are held as suspects in a series of crimes. While the detective is busy trying to find the real criminal, which ultimately happens over the loud twist in the end, each of the five subjects offer elaborate and often untrue flashbacks to their gory pasts during the interrogation, only to mislead the officers. Why they do so is a story that reveals itself slowly, but what we look for in this film is how different

Studying Literature Essay Example for Free

Studying Literature Essay Contrary to students within other provinces, those in Ontario should study only Canadian literature in grade twelve English courses. Although there are many existing writers in different cultures, it is important for Ontario students to first become familiar with Canadian literature before moving on. It is believed that students should focus on their Canadian culture despite being surrounded by other cultures- promote and establish their own writers, and encourage younger Canadian authors. Pupils currently enrolled in English in Ontario are constantly bombarded by American culture, when they should, instead, be concentrating on Canadian literature. This is starting to become a trend in Canada, as they have always been the â€Å"branch plant† of another country. This means that our own culture has never had the chance to develop as we have always been under the thumb of a more powerful foreign culture. This began with the influence of England and France; for many years students in Ontario would study Shakespeare, along with other British writers. This is no different than the impact of American culture, which swamps Canadawith American authors such as Fitzgerald. However, many schools limit a student’s exposure to Canadian novels to those found on International Studies Preparation (ISP) reading lists. In this sense, Canada is an attic in which we have stored American and British literature without considering our own. As a result, many Canadian students have problems appreciating their culture, since Canadian literature is not promoted well enough. It is no wonder Canadian students have problems appreciating their culture. The Canadian literature most frequently studied is typically old. This literature includes works such as â€Å"The Apprenticeship of Duddly Kravitz†, by Mordecai Richler, â€Å"The Stone Angel† by Margaret Laurence and the â€Å"Fifth Business† by Robertson Davies. The Fifth Business is quite unique since it was published in 1970– over 35 years ago – and yet it is still included in many grade twelve English courses across Ontario. A book that is seemingly closer to our time is Margaret Atwood’s novel, â€Å"Handmaids Tale†, which was published in 1985 over ten years ago. Although most teachers allow, and sometimes even encourage, students to focus on more modern Canadian books for their ISP, their classroom experience is usually limited to studying these older generations of Canadian literature. Schools and educators should start to get students more familiar with both past and present Canadian authors- this could lead any student to the path of becoming an author themselves. Another issue with Canadian literature is that the authors are primarily white (English Canadian) and not reflective of our modern multicultural society. As Robertson Davies states, 2â€Å"Canada is not going to have a national literature in the mode of those European lands where a long history has bound the people together, and where a homogeneous racial inheritance has given them a language, customs, and even a national dress of their own†. We need to promote the work of Canadian authors who have come from different backgroundsand who are able make a connection with our multicultural student body. As Canadians, we are lost in a sea of international influences – we hardly know who we are and this happens many of us realizing it. ‘What is a Canadian? A Canadian is a fellow wearing English tweeds, a Hong Kong shirt and Spanish shoes, who sips Brazilian coffee sweetened with Philippine sugar from a Bavarian cup while nibbling Swiss cheese, sitting at a Danish desk over a Persian rug, after coming home in a German car from an Italian movie.. ’, is an anonymous saying that practically defines the typical Canadian experience. It is clear why Margaret Atwood could comment that Canadians have issues with establishing their identity. When discussing Canadian writers she argues that Canada, as a state of mind, does not really exist: 4â€Å"Im talking about Canada as a state of mind, as the space you inhabit not just with your body but with your head. Its that kind of space in which we find ourselves lost. In conclusion, Canadian literature should be more recognized and promoted within our generation of young students. By familiarizing ourselves with our own writers and disregarding writers from other countries, we can gain more knowledge about authors from Canada and their literature. While some might view this as ignorant, taking this approach will allow Canadian students to see the value of our authors. Once our students have a strong sense of our own writers they can start to read about the achievements of American and British authors as well.

Impact of Brand Extensions

Impact of Brand Extensions Launching brand extensions are a bit like having kids just because you can doesnt mean you should. But if the conditions are right, and everything is thoroughly prepared and though through, then it can be terrifically rewarding Rory Sutherland, Creative Director, Ogilvy One, as cited in (Miller Muir, 2004). Initially, brand extensions begun in the luxury goods industry, when the French haute couture fashion houses started diversifying to jewelry, watches, cosmetics and accessories. In 1921, French luxury fashion house Chanel launched its first perfume, Chanel nÂÂ °5 and it remains until now one of the best-selling perfume in the world, enhancing the luxury reputation of the brand. In the last few years, many luxury fashion houses have launched new ventures in order to expand their recognizability outside their usual area of activities; i.e., clothing, cosmetics and accessories. This process initiated by evolving to new spaces such as hotels, bars, or restaurants where people can experience a special mood; often in strict relationship with the philosophy of the brand. With the success of many luxury brands entering the hospitality industry such as Bulgari, Versace, this research paper seeks to analyze Guccis brand extension and advise the head of directors on the impacts of extending to the hospitality business. Founded in the 1920s, Gucci has become one of the worlds leading luxury fashion brands. With a renowned reputation for design, quality and Italian traditional expertise, the brand offers a wide range of products (clothing, handbags, shoes, timepieces, jewelry and skis). Gucci covers all aspects of product launching, from designing, through manufacturing , and distribution. (Kering, 2013) In the study of the arguments for and against, the researcher will examine brands that have intended this diversification earlier to get an indication of the impacts of undertaking such a project. The key strategy used to examine the outcomes of progressing the Gucci group into the hospitality industry is the Brand extension strategy (Aaker Keller, 1990, pp. 27-41); that the researcher will enhance by applying the Categorization theory (Smith Medin, 1981). Furthermore, previous examples of failure or success of brand diversification will be discussed as in essential to avoid pitfalls and has an influence on the decision. Among these examples, the Golden Arch Hotel, case of McDonalds extends to the hospitality industry. In order to better conduct the research, the major first step is to clearly define the research aims and objectives. The Aim is what the paper wants to achieve depending on the business question, while the Objectives distinguish how the aim is going to be achieved (Manchester Metropolitan University, 2008). The next section will focus on both parts so as to build the structure and serve as a guiding line for the rest of this essay. Aim Objectives Aim This research project aims to analyze whether a luxury brand such as the Gucci group, should extend their products and services into the hotel industry in order to follow the path previously experienced by the Armani group in Dubai. Objectives To determine if the brand extension strategy successively fits the group; if it is compatible with the core brand and company goals, as diversification can enable a business to access new revenue streams. What is Brand extension theory? The conceptual model Does it apply to the Gucci Group? What are the costs of such a process? What are the benefits and limitations? What are the competitors? (SWOT Analysis) To critically review if the Italian lifestyle and the prestige of Italian fashion industry constitute important elements of cultural heritage that can be productively employed in the fields of leisure and hospitality marketing. Does the brand equity apply to the Hospitality Industry? What variables influence consumers perceptions about the acceptability of brand extensions? How similarity and consumer innovativeness may affect the brand? To analyze whether brand extension strategy is a proper tool to keep the brand up to date whilst the organization adapt to market changes. Does extending to the hospitality industry risk making it lose its relevance and appeal? Is the brand strong enough to guarantee successful brand extension? (Case study of McDonalds adventure in the hotel industry) Will it improve overall brand image or damage brand identity? Literature review Brand Extension Strategy The original definition of a brand, as cited by Aaker, is a distinguishing name and/or symbol (such as a logo, motto, package design or trademark) intended to identify the goods or services of one seller, and to differentiate those goods or services from those of the competition (Aaker Keller, 1990). A brand extension is defined when a company uses an existing brand name to introduce a new product (Vukasovic, 2012), as well as, when an existing brand is combined with a new brand when introducing a new product (Keller, 2008). Consumer Behavior Seminar, regrouping a number of contributors, first introduced brand extension in 1987. They were trying to understand how consumers extend prior associations about a companys brands to new products offered by the same firm (Boush, et al., 1987). Nowadays, brand extensions might be one of the most researched and impacting areas of marketing (Elliott Percy, 2007). Brand extension is considered to be the most attractive marketing strategy; indeed, it enables to reduce the launching cost of introducing new products by compensating with the consumers perception and awareness of the parent brand (Lassar, Mittal, Sharma, 1995). Therefore, a successful brand extension will allow manufacturers to take advantage from this by gaining a higher expectation in the consumers mind and hold more shelf space for their brands. It has also been determined that the least quality variation in product diversification is likely to gain more consumers than when the product lines are distinguishable (Lassar, Mittal, Sharma, 1995). The implementation of this strategy will result in lower advertising costs for the extended brand as well as higher sales because of the knowledge experience of the brand. Nonetheless, numerous researchers agreed that luxury brand extensions have been left behind. Even though the luxury brands were the first to initiate brand extensions by extending their haute couture brand to accessories, cosmetics, watches and jewelry, and though brand extensions are the essence of an organization model of the luxury haute couture brands (Uggla Lashgari, 2012), yet the main researchers that were conducted were either relating about a non luxury brand or a venture between a luxury and a non-luxury brand, which has some particular limitations (Stankeviciute Hoffmann, 2011). Previous findings on the impact of brand extensions on the luxury parent brand will be introduced, followed by a focus on the categorization theory and a self-created conceptual model. The Impact of Brand Extensions on the Luxury Parent Brand It has been proven that luxury brands may be compromising their reputation while diversifying and targeting a wider market share. We record well-known luxury brand Pierre Cardin who fall into every consumers reach goods by using his notoriety in marketing a commercial quality of hundreds of products. This can be understood by high quality non-personal needs when customers wish to buy products, not available to a broader public (Dubois Paternault, 1995). In order to strengthen the core luxury brand image of the parent brand, luxury brand extensions are often attempted, thus, the relationship between consumers and the luxury brand must be strengthened. In a study in 1995, Elyette Roux intended to measure the impact of luxury brand extensions on the parent brand image through brand prestige, brand confidence and desirability (Roux, Consumer Evaluation of Luxury Brand Extensions, 1995). In order to do so, Roux predicted that she could use conceptual fit, transferability, and perceived quality of original brand as variables. The results proved that brand confidence is only influenced by the conceptual fit approach. Thus, only luxury brand extensions that are in strict correlation to the build brand confidence and the parent luxury brands expertise will have a positive outcome on the parent brand. If extensions are uncertain, brand image dilution will happen due to brand confidence decrease. Brand prestige is mainly anticipated by brand quality and conceptual fit. On a lower extend, transferability contributes in a significant way to brand prestige. Only acknowledged luxury brand extensions will enrich brand prestige, assuming the luxury brand possesses the ability to substitute its credentials and has quality reputation. Luxury brand extensions are facing many challenges to extend target markets (Dubois Paternault, 1995). The aim is to increase consumers need for this specific brand. Brand perceived quality and conceptual fit are the main predictors for desirability. The decrease of brand desirability will harm the luxury brand image. People devoting to buy luxury brands for pretention motives, will remove their demand off these brands. Globally, the results proved that brand prestige; brand confidence and brand desirability are significantly linked with the nature of luxury brand extensions (Boush, et al., 1987). In 1996, Roux went a step further, expanding the study on the impact of brand extensions on a luxury fashion brands confidence, prestige and desirability balanced by the use of consumers knowledge level. The hypothesis was not supported, it involved that more knowledgeable people would give the parent brand elements more extreme evaluations. This hypothesis approves that consumers are attracted to buy luxury fashion brands because of their emotional benefit and image influence. Furthermore, the study states that brand prestige; desirability and confidence, when used as purchase intention variables, have no relationship among each other. (Roux Boush, The Role of Familiarity and Expertise in Luxury Brand Extension, 1996). The Categorization Theory Categorization enables a large variety of subordinate functions because classifying something as a category member grants people to bring their knowledge of the category to focus on the new entrant (Smith Medin, 1981). The step in which any cylindrical object is determined as a flashlight allows you to understand the Categorization theory. Therefore, people trend to predict its parts, trace its functions, and presume its behavior (Cheah Phau, 2008). Once people have categorized some new entity, for example, they may be using suitable knowledge for prediction and acceptation. For example, you can easily assume that the cylindrical object set as a flashlight will have one battery at least, will have some kind of interrupter, and will basically produce a beam of light when the switch is pressed. People do not only categorize to accept new market entrants, they also use the new entities to modify and update their concepts. In a nutshell, categorization supports learning (Medin Rips, 2 005). The Conceptual Model This conceptual model was proposed by the researcher in order to better understand the impact of brand extensions on the parent brand equity of luxury brands. As brand extension affects the four outcomes, these interact in a certain way. Figure : The impact of brand extension

Ecstasy :: essays research papers

Ecstasy, also known as MDMA, E, and XTC, is a drug that has two effects. The effects of ecstasy are hallucinogens and stimulants. Ecstasy gives you lots of energy and it also makes you feel no need to eat or sleep. Ecstasy takes about twenty minutes to an hour depending on the person. The effect of amphetamines makes the user feel more energetic, and also makes the user feel like not wanting to eat or sleep, once the effects start to wear off, the user feels happier and at peace. Ecstasy can make your blood pressure go way high. Ecstasy can also make your body temperature and heart rate raise. Side affects of ecstasy effects the user by depressing the user, and causes them serious brain damage. Depression by using ecstasy is caused by low serotonin levels witch happens when you don’t replenish the serotonin you lost when you take ecstasy for a week straight. Ecstasy damages your long and short term memory. In the early twentieth century, germen pharmacologists were doing intense research for new drugs for the public. During that time cocaine, morphine, and heroin, were developed and thought to be medical breakthroughs. However, in the early 1900s the bad effects of these drugs were showing effect. When scientists took drugs from things like plants and such the added stuff and tested them for positive effects. Most of the drugs that were created were never intended to be used by their selves, but made it easier to make other drugs by using these drugs like stepping stones. Despite the stories about ecstasy being used as a appetite suppressant, ecstasy was just created to make other drugs.  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚   There are many different ways to take ecstasy; these are the most common ones: Eating the pill- this is the most common way. Swallow the pill like you take a aspirin. Parachuting the pill- when you crush up the pill wrap it in thin paper and swallow that. Railing the pill-this is when you crush up the pill and snort it up your nose.

Chemistry Experiment Essay

How did your proposed procedures or flow charts at the beginning of this experiment compare to the actual procedures of this lab exercise? I had to change the process I did things a little to allow adequate time for the sand and the benzoic acid crystals to dry on the paper towels, and for the water in the paper cup to evaporate from the salt. 2. Discuss potential advantages or disadvantages of your proposed procedure compared to the one actually used. The advantage of my original proposed procedure was less time consuming. see more:chemistry matriculation notes semester 1 The disadvantage compared to the one actually used would be the reliability of the information. Giving adequate drying time on an experiment in which you are weighing something is crucial. 3. How would you explain a sand recovery percentage that is higher than the original sand percentage? The sand absorbed some of the water and expanded, or some of the components in the sand is part of another mixture and you did not extract all the components from the original sand correctly. 4. What were potential sources of error in the experiment? Several things could go wrong with this experiment. I think the hardest part and biggest source of error is extracting each substance from the mixture and weighing it by itself. You have to be careful to extract each substance correctly or you will get the wrong weight. Conclusion: Weighing all the substances as one should weight the same as weighing them each separate and adding them together.