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Brand Promotion Activities ideas Leaflet Distribution Door-to-door leaflet distribution has a wealth of advantages. Perhaps the most important factor is that it’s far more cost-effective, and indeed effective, than many traditional marketing routes. It’s a simple and affordable way to spread the word about your business, highlight a specific product or service, or even promote… Read More »Door-to-Door-Flyering

. We are a Dynamic-Retail Marketing Agency Fulcrum is a dynamic-retail marketing agency born in tradition, fueled by innovation, and living at the intersection of commerce and imagination. Driven by a commitment to making the buy happen for global brands, Fulcrum is celebrating more than three decades of re-imagining retail. Retail reinventionists? Call us what… Read More »Retail Marketing

PHASE 14: MARKETING DATA Analyze data collected through customer interactions to provide predictive guidance for future direction.   Data can reveal the strengths and weaknesses of every part of your business. With the right analysis, accurate data enables marketing leaders to make the right strategic choices. Because Buyers spend a majority of their decision-making process… Read More »PHASE 14: MARKETING DATA

PHASE 13: FIELD MARKETING Integrate corporate Marketing with Sales by executing marketing tactics in the field.   Corporate programs without localization fail to produce revenue. Each region is different, and each message and program need to be adjusted to meet the needs of the different customer types. Field marketing is the connective tissue between corporate… Read More »PHASE 13: FIELD MARKETING

PHASE 12: PRODUCT MARKETING Translate product features into value messaging that resonates with Buyers.   Product features and technical functionality are critical in designing products. However, these do not always motivate Buyers to purchase a product. Buyers want to understand the unique value a product will provide, and what the Return on Investment (ROI) will… Read More »PHASE 12: PRODUCT MARKETING

PHASE 11: MARKETING ROLES & RESPONSIBILITIES Determine the right roles, number of headcount, and organizational chart required to run a best-in-class marketing team.   Outstanding, highly specialized marketing talent is needed to execute a best-in-class strategy. A-Player marketers become deeply engaged with your brand and become revenue generators instead of cost centers. When the right… Read More »PHASE 11: MARKETING ROLES & RESPONSIBILITIES

PHASE 10: ADVOCATE MARKETING Listen to and harness positive feedback from your current customers to promote success stories to your prospects.   You Buyers scour personal social networks and industry experts to educate themselves early in the buying cycle. As a result, they are connecting with sales teams much later in the decision-making process. Because… Read More »PHASE 10: ADVOCATE MARKETING

PHASE 9: PARTNER MARKETING Increase your mindshare and wallet share with each of your channel partners.   A sound channel sales strategy requires each partner to meet their revenue targets. To be effective, your company must focus attention on the partners that consistently over-perform. Because these partners are high-performers, they are likely in high demand… Read More »PHASE 9: PARTNER MARKETING

PHASE 8: CUSTOMER MARKETING Grow revenues from existing customers.   When a customer says, “I did not know you did that,” you are in trouble. If your business depends on increasing the revenue generated from current customers, you must educate these customers in everything you can do for them. This is true because the customer… Read More »PHASE 8: CUSTOMER MARKETING

PHASE 7: LEAD GENERATION Generate enough leads for the Sales team to exceed the revenue objectives.   Many companies generate most of their revenue from a lot of small accounts. Companies like this need a large and steady volume of leads to maintain this revenue. Marketing needs to capture and qualify these leads before sending… Read More »PHASE 7: LEAD GENERATION

PHASE 6: ACCOUNT BASED MARKETING Focus Marketing resources on the most important accounts.   Mass marketing tactics do not work for companies that need to focus on a small number of high-value accounts. Traditional “spray and pray” approaches will not attract these valuable accounts. For companies that live and die by the big deal, a… Read More »PHASE 6: ACCOUNT BASED MARKETING

PHASE 5: BUDGET PLANNING Allocate your marketing budget to the accounts with the most revenue potential and the highest propensity to spend.   Underfund marketing and you will constrain revenue growth. Overfund marketing and your profits will suffer. Peanut butter spread a marketing budget across all segments, accounts and buyers and you will run out… Read More »PHASE 5: BUDGET PLANNING

PHASE 4: CONTENT PLANNING Earn brand preference by satisfying the information needs of your target customers and prospects with relevant content.   Content marketing generates revenue when you know exactly what information your customers need, where they need it, how often they need it, and in what form they need to consume it. The right… Read More »PHASE 4: CONTENT PLANNING

PHASE 3: CAMPAIGN PLANNING Capture the attention of customers and prospects through well-planning marketing campaigns.   To generate a return on marketing campaign dollars requires a clear objective, timeline, budget, accurate lists, correct media mix and compelling calls to action. By leveraging customer journey insights to create compelling messaging, marketers can reach the customer through… Read More »PHASE 3: CAMPAIGN PLANNING

PHASE 2: DIGITAL PLANNING Leveraging digital channels to reach customers and promote your brand.   Digital marketing can enhance your reach to a larger more targeted audience, which leads to increased brand awareness, lead generation, and lead conversion. The best digital strategies are developed with inputs from brand research and a deep understanding of buyer… Read More »PHASE 2: DIGITAL PLANNING

PHASE 1: B2B BRANDING Create an inspiring brand that influences your customers and prospects to go from the problematic status quo to the opportunity-filled future. This is accomplished by solving their biggest problem by using the solution they purchased from you.   B2B branding is rapidly changing as organizations seek to create points of differentiation… Read More »PHASE 1: B2B BRANDING

PHASE 8: Customer Experience MARKET LISTENING Proactively collecting customer feedback (early and often) requires a consistent “listening” engine.   In addition to measurement of key customer interactions, your organization must keep a “finger on the pulse” of customer trends and sentiment beyond just your touchpoints with them. And these insights must be activated within your… Read More »PHASE 8: Customer Experience MARKET LISTENING

PHASE 7: Customer Experience LAUNCH PLANNING To effectively launch Customer Experience, the entire company is enabled at every step along the way.   To be effective, Customer Experience initiatives must be launched across the entire organization. The launch must be phased, so it does not overwhelm your organization. It must come from the top-down, so… Read More »PHASE 7: Customer Experience LAUNCH PLANNING

PHASE 6: Customer Experience MEASUREMENT Measurement of the customer experience is achieved by collecting insights and feedback directly from the customers.   To improve customer experiences, an organization must know two things. First, they must know what a memorable experience looks like from the perspective of the customer. Second, they must monitor how well they… Read More »PHASE 6: CX MEASUREMENT

PHASE 5: Customer Experience PROCESS DESIGN The policies, processes, and business rules that provide the “logic” for how the business is run. Some of this is embedded in the systems, some of this is taught to employees.   A mastery of how customers prefer to interact with your brand will highlight their real (and perceived)… Read More »PHASE 5: Customer Experience PROCESS DESIGN

PHASE 4: Customer Experience CAPABILITIES ASSESSMENT Understand if your company has both the capacity and capability required to deliver and maintain the ideal experience for your customers.   Knowing the quality of your talent and ecosystem will enable you to identify the strengths and weaknesses in your customer experience design. This provides guidance on how… Read More »PHASE 4: Customer Experience CAPABILITIES ASSESSMENT

PHASE 3: Customer Experience TOUCHPOINT ANALYSIS Touchpoint Analysis provides a comprehensive, end-to-end inventory of all processes, business rules, and touchpoints (both internal and customer-facing) that affect the way your company does business.   Touchpoint analysis provides insights into how your customers interact (and prefer to interact) with your brand. Performance across every touchpoint is evaluated,… Read More »PHASE 3: Customer Experience TOUCHPOINT ANALYSIS

PHASE 2: Customer Experience GOVERNANCE To launch and maintain a successful customer-focused culture, a top-down philosophy of governance is critical. Clearly defined Customer Experience governance will assure a sustainable, long-term shift instead of a short-term fad.   Provides the C-Level authoritative stamp on a major cultural initiative. For many companies, Customer Experience is hard to… Read More »PHASE 2: Customer Experience GOVERNANCE

PHASE 1: Customer Experience VISION & STRATEGY Client Experience (Customer Experience ) Design must always begin with a clear vision that is linked to the brand promise of the organization. This vision defines both the customer outcomes and the process of achieving those outcomes.   Understanding the vision of the organization from the top-down provides… Read More »PHASE 1: Customer Experience VISION & STRATEGY

PHASE 3: BUYER SEGMENTATION Understand how buyers in your accounts and markets make purchase decisions.   Intimately knowing your buyers needs and how they buy will allow you to capture more value from the market. This also enables you to sell your solution at your desired price and to differentiate your offerings from those of… Read More »PHASE 3: BUYER SEGMENTATION

PHASE 2: ACCOUNT SEGMENTATION Understand which accounts in your market are going to generate the most revenue over the shortest period.   Quantifying the potential, propensity to buy, and willingness-to-pay for each account will increase your sales and marketing ROI. This is done by aligning your best resources with your best accounts. With accurate account… Read More »PHASE 2: ACCOUNT SEGMENTATION

PHASE 1: MARKET SEGMENTATION Divide the broad target market into subsets of buyers who have common needs, priorities and solution options.   Identifying markets where you will have a competitive advantage will fuel the growth of your business. With Market Segmentation, only the markets that are attractive to meet your corporate strategic objectives with be… Read More »PHASE 1: MARKET SEGMENTATION

PHASE 10: GO-TO-MARKET RESOURCE MANAGEMENT Allocates your go-to-market resources to execute the strategic plan. Strategic execution starts with the C-Level leadership team. This means the leadership team must be equipped to accomplish the tasks at hand. With the right skill set and budget allocation, resources are allocated properly. This leads to reduced budget waste and… Read More »PHASE 10: GO-TO-MARKET RESOURCE MANAGEMENT

PHASE 9: GO-TO-MARKET EXECUTION PLANNING Defines the tactical priorities needed to achieve the strategic plan. Though the two are interrelated, many companies confuse tactics with strategy. Tactics involve doing things right. Strategy involves doing the right things. The tactic-based approach of years past is dangerous. Being efficient at tactics means companies fall into one of… Read More »PHASE 9: GO-TO-MARKET EXECUTION PLANNING

PHASE 8: ROUTES TO MARKET Sufficiently cover your markets. Select and optimize your sales channels. Price and package your products correctly.     Covering your addressable market entirely will result in more revenue opportunities. As traditional routes to market are being replaced with innovative ways to reach customers, the executive leadership team must adjust plans… Read More »PHASE 8: ROUTES TO MARKET

PHASE 7: CROSS-FUNCTIONAL INTERLOCK Maintains alignment of your functional strategies to assure all groups are working together toward the same objective.     Market leading organizations not only have functional strategies, but they actively align them with each other. They maintain a regular communication cadence and actively adjust their strategies to reflect the current and… Read More »PHASE 7: CROSS-FUNCTIONAL INTERLOCK

PHASE 6: DEVELOPMENT Documents the direction of the company from the philosophical vision to the market-facing brand. Development is an input into Planning and is maintained through Strategic Interlock.     A sound go-to-market strategy provides clarity of direction to your employees and to the market you serve. A clear vision of the future dictates… Read More »PHASE 6: DEVELOPMENT

PHASE 5: PLANNING Strategic Planning enables leadership to make strategic decisions. Strategic Planning dictates the development of the Corporate Strategy and focuses the direction of the company. Planning typically falls into two cadences: First, the traditional annual planning cadence focuses on time-bound initiatives such as semester- or year-end. This type of planning drives initiatives such… Read More »PHASE 5: PLANNING

PHASE 4: DISTRIBUTION AND UTILIZATION Distribution and communication of insights throughout the organization so they can be converted into innovation requirements and new go-to-market approaches. Ideas are only as good as their execution. Insights collected and prioritized must be converted into products and solutions that solve the real problems of the users. Companies that put… Read More »PHASE 4: DISTRIBUTION AND UTILIZATION

PHASE 3: ANALYSIS AND REPORTING Process to analyze the insights collected from the market. Insights alone are not enough for success. This is only the beginning. They must be analyzed. This provides management with the tools to prioritize ideas into the ones that are feasible and will provide a return on investment. RAPID DIAGNOSTIC 1.… Read More »PHASE 3: ANALYSIS AND REPORTING

PHASE 2: MONITORING AND COLLECTION Process to collect, categorize, and store insights from the market. Insights must be collected from the right places to be relevant. With the right methodology and data management plan, insights can be tracked and prioritized. This provides a baseline set of facts to enable management to make the right decisions… Read More »PHASE 2: MONITORING AND COLLECTION

PHASE 1: NEEDS DEFINITION Outline the goals and objectives of the Market & Competitive Intelligence program. Running an effective Market and Competitive Intelligence program requires alignment with your company’s strategic direction. This directs the organization to focus its efforts and resources on analysis that matters. Understanding the right competitors, users, and markets will lead to… Read More »PHASE 1: NEEDS DEFINITION

The 3-Step Customer Experience  Strategy STEP 1: Customer Experience PLANNING Develop a deep understanding of your customers, their expectations, and how they interact with your company today. Knowing what is critical to their experience, their pain points, satisfiers, and delighters will help you launch your Customer Experience transformation. Phase 1: Customer Experience Vision & Strategy… Read More »Step Customer Experience Strategy

The 3-Step Marketing Strategy STEP 1: MARKETING PLANNING In the marketing planning step, your company will develop brand, campaign, budget and data plans that will allow you to make your numbers and reach your goal. You’ll know what budget is needed to set you up for success and how your products and solutions will solve… Read More »Step Marketing Strategy

The 3-Step Go-To-Market Strategy STEP 1: MARKET & COMPETITIVE INTELLIGENCE Phase 1: Needs Definition Outline the goals and objectives of the Market & Competitive Intelligence program. Phase 2: Monitoring and Collection Process to collect, categorize, and store insights from the market. Phase 3: Analysis and Reporting Process to analyze the insights collected from the market.… Read More »Step Go-To-Market Strategy

The 4-Step Customer Success (CS) Strategy STEP 1: CUSTOMER SUCCESS PLANNING   Whether you are standing up a Customer Success team or leading an existing one, a well-crafted plan will increase your organization’s chances of making your number. For this emerging function, it will help you secure what you need from your peers across the… Read More »Step Customer Success (CS) Strategy

The 5-Step Pricing Strategy STEP 1: SEGMENTATION When you plan your pricing strategy, you accomplish three objectives. First, you focus on markets where you can develop and exercise pricing power. Second, you prioritize accounts that appreciate your value proposition and that are willing to pay for it. And third, you understand how pricing impacts how your… Read More »Step Pricing Strategy

The Segmentation Strategy SEGMENTATION Segmentation provides a deep understanding of the market, accounts, and buyers. It helps differentiate your strategy from your competition, prioritize your accounts, and align your strategy with buyer needs. As a result, you can bring your strategy into alignment with the external market. As long as you are also aligned with… Read More »The Segmentation Strategy

The 3-Step Product Strategy   STEP 1: PRODUCT PLANNING Focus is where you define the market segments that are most attractive to pursue. With the help of market research, the market problems of these segments can be identified and scored. Your product portfolio inventories your products and shows coverage across problems you have addressed today.… Read More »Step Product Strategy

The 3-Step Sales Strategy STEP 1: SALES PLANNING The planning step helps you develop sales and data plans that will allow the organization to make the number. You will know what data you need along the way to help you make decisions. With the right plans in place, you improve your chances of success. Phase… Read More »The 3-Step Sales Strategy

It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Fulcrum’s Revenue Growth Methodology allows you to accelerate your rate of revenue growth. It does this by getting the functional strategies of sales, pricing, marketing, product management, and human resources into alignment with the CEO’s strategy and the external… Read More »The Revenue Growth Methodology

  Module 1: Introduction to Management Why It Matters: Introduction to Management Management Primary Functions of Management Types of Managers and Their Roles The Advantages of Managing People Well Putting It Together: Introduction to Management Assignment: Primary Functions of Management Discussion: The Importance of “Why” Module 2: History of Management Why It Matters: History of… Read More »Principles of Management

  Module 1: Role of Business Why It Matters: Role of Business What Is Business? For-Profit vs. Nonprofit Factors of Production Functional Areas Stakeholders External Forces Putting It Together: Role of Business Discussion: External Factors = Internal Pressure Discussion: The Stakeholders of Salty Pawz Assignment: What Does a Business Look Like? Assignment: What Is Killing… Read More »Introduction to Business

Chapter 13 Manage Your Career I long to accomplish a great and noble task, but it is my chief duty to accomplish small tasks as if they were great and noble. Helen Keller A journey of a thousand miles begins with a single step. Lao-Tzu A Shining Star In the morning, Jackson gives a lot… Read More »Manage Your Career

Chapter 12 Be a Leader Leadership is action, not position. Donald H. McGannon Leaders don’t create followers, they create more leaders. Tom Peters The Biggest Challenge Casey is the Human Resource manager at your company. You set an appointment with him because of some issues you are having with your supervisor. “Casey,” you say, “I… Read More »Be a Leader

Chapter 11 Work with Labor Unions You can’t do it unless you organize. Samuel Gompers Only a fool would try to deprive working men and working women of their right to join the union of their choice. Dwight D. Eisenhower Unhappy Employees Could Equal Unionization One afternoon, one of your employees comes to you with… Read More »Work with Labor Unions

Chapter 10 Manage Diversity at Work We all live with the objective of being happy; our lives are all different and yet the same. Anne Frank Differences challenge assumptions. Anne Wilson Schaef Hiring Multicultural On a Tuesday afternoon, as you are getting ready to go to lunch, you receive an e-mail from your human resources… Read More »Manage Diversity at Work

Chapter 9 Handle Conflict and Negotiation Significant portions of this chapter were adapted from Talya Bauer and Berrin Erdogan’s Organizational Behavior textbook with permission of the authors. Bauer, T. N., & Erdogan, B. (2010). Organizational Behavior(Version 1.1). Irvington, NY: Flat World Knowledge. The only way to get the best of an argument is to avoid it. Dale Carnegie… Read More »Handle Conflict and Negotiation

Chapter 8 Make Good Decisions Significant portions of this chapter were adapted from Talya Bauer and Berrin Erdogan’s Organizational Behavior textbook with permission of the authors. Bauer, T. N., & Erdogan, B. (2010). Organizational Behavior>(Version 1.1). Irvington, NY: Flat World Knowledge. A peacefulness follows any decision, even the wrong one. Rita Mae Brown The hardest thing to learn… Read More »Make Good Decisions

Chapter 7-Work Effectively in Groups Significant portions of this chapter were adapted from Scott McLean’s Business Communication for Success textbook with permission of the author. McLean, S. (2010). Business Communication for Success(Version 1.0). Irvington, NY: Flat World Knowledge. Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishments toward organizational objectives.… Read More »Work Effectively in Groups

Chapter 6-Understand Your Motivations A champion needs a motivation above and beyond winning. Pat Riley Ability is what you’re capable of doing. Motivation determines what you do. Attitude determines how well you do it. Raymond Chandler Brenden decided to go to college with one goal in mind: to get a job where he could make… Read More »Understand Your Motivations

Chapter 5-Be Ethical at Work You can fool some of the people all of the time, and all of the people some of the time, but you cannot fool all of the people all the time. Abraham Lincoln Integrity is doing the right thing, even if nobody is watching. Unknown author Unethical or the “Way… Read More »Be Ethical at Work

Chapter 4-Communicate Effectively Significant portions of this chapter were adapted from Scott McLean’s Business Communication for Success textbook with permission of the author. McLean, S. (2010). Business Communication for Success(Version 1.0). Irvington, NY: Flat World Knowledge. The most important thing in communication is hearing what isn’t said. Peter F. Drucker Electric communication will never be a substitute for… Read More »Communicate Effectively

Chapter 3-Manage Your Stress Some of the secret joys of living are not found by rushing from point A to point B, but by inventing some imaginary letters along the way. Douglas Pagels When I look back on all these worries, I remember the story of the old man who said on his deathbed that… Read More »Manage Your Stress

Chapter 2-Achieve Personal Success Once you are in the field, emotional intelligence emerges as a much stronger predictor of who will be most successful, because it is how we handle ourselves in our relationships that determines how well we do once we are in a given job. Daniel Goleman If you want to be successful,… Read More »Achieve Personal Success

Chapter 1-What Is Human Relations? I present myself to you in a form suitable to the relationship I wish to achieve with you. Luigi Pirandello If you don’t like something, change it. If you can’t change it, change your attitude. Maya Angelou No One Wants to Work with Her Jenny is going to a BBQ… Read More »What Is Human Relations?

Chapter 13-Safety and Health at Work Training for Safety As the HR manager of a large construction company, your workers’ health and safety is of paramount concern. Last week, you reported an incidence rate of 7.5 accidents per 100 employees to the Occupational Safety and Health Administration (OSHA). When you compared these numbers to last… Read More »Safety and Health at Work

Chapter 14-International HRM Things Weren’t What They Seemed When your organization decided to go “global” two years ago, the executives didn’t know what they were getting into. While the international market was attractive for your company’s product, the overall plan wasn’t executed well. The organization was having great success selling its baby bath product in… Read More »International HRM

Chapter 12-Working with Labor Unions Unhappy Employees Could Equal Unionization As the HR manager for a two-hundred-person company, you tend to have a pretty good sense of employee morale. Recently, you are concerned because it seems that morale is low, because of pay and the increasing health benefit costs to employees. You discuss these concerns… Read More »Working with Labor Unions

Chapter 11-Employee Assessment A Tough Conversation As you wake up this morning, you think about the performance evaluation you will give one of your employees, Sean, later this morning. Sean has been with your company for two years, and over the last six months his performance has begun to slide. As the manager, it is… Read More »Employee Assessment

Chapter 10-Managing Employee Performance A Dilemma You have been the store manager for a large coffee shop for three years but have never had this type of problem employee to handle before, and you schedule a meeting to speak with your HR manager about it. Jake, one of your best employees, has recently begun to… Read More »Managing Employee Performance

Chapter 9-Successful Employee Communication The Biggest Challenge Casey is seated at his desk reviewing his human resource strategic plan when Lily walks in, obviously upset. Her facial expressions show she is upset, and after she enters, she crosses her arms while standing in front of Casey’s desk. Casey thinks Lily is a very hard worker… Read More »Successful Employee Communication

Chapter 8-Training and Development Training: Not Like It Used to Be Imagine this: You have a pile of work on your desk and as you get started, your Outlook calendar reminds you about a sexual harassment training in ten minutes. You groan to yourself, not looking forward to sitting in a conference room and seeing… Read More »Training and Development

Chapter 7-Retention and Motivation Dissatisfaction Isn’t Always about Pay As an HR consultant, your job normally involves reviewing HR strategic plans and systems of small to medium size companies, then making recommendations on how to improve. Most of the companies you work with do not have large HR departments, and they find it less expensive… Read More »Retention and Motivation

Chapter 6-Compensation and Benefits Matching Compensation with Core Values As you sit down to review the compensation package your company offers, one thing that stands out is that your compensation package no longer matches the core values of your organization. When your organization merged five years ago with a similar firm that specializes in online… Read More »Compensation and Benefits

Chapter 5-Selection The Interview Many of us have or will sit in a waiting room with our best clothes on awaiting a job (or school) interview. You can feel your palms sweat and thoughts race as you wait for your name to be called. You look around at the office environment and imagine yourself walking… Read More »Selection

Chapter 4 Recruitment Keeping Up with Growth Over the last two years, the company where Melinda works as HR manager, Dragon Enterprises, has seen plenty of growth. Much of this growth has created a need for a strategic, specific recruiting processes. In the past, Dragon Enterprises recruited simply on the basis of the applications they… Read More »Recruitment

Chapter 3-Diversity and Multiculturalism Hiring Multicultural On a Tuesday afternoon, as you are getting ready to go to lunch, you receive an e-mail from your human resources (HR) manager about the need to hire a new project manager, and there is a $500 bonus for referring a friend who successfully joins the company. Immediately, you… Read More »Diversity and Multiculturalism

Chapter 2-Developing and Implementing Strategic HRM Plans The Value of Planning James stumbled into his position as the human resource manager. He had been working for Techno, Inc. for three years, and when the company grew, James moved from a management position into a human resource management position. Techno, Inc. is a technology and software… Read More »Developing and Implementing Strategic HRM Plans

Chapter 1 The Role of Human Resources Human Resource Management Day to Day You have just been hired to work in the human resource department of a small company. You heard about the job through a conference you attended, put on by the Society for Human Resource Management (SHRM). Previously, the owner of the company,… Read More »The Role of Human Resources

14.3 International HRM Considerations Learning Objectives Be able to explain how the selection process for an expatriate differs from a domestic process. Explain possible expatriate training topics and the importance of each. Identify the performance review and legal differences for international assignments. Explain the logistical considerations for expatriate assignments. In an international environment, as long… Read More »International HRM Considerations

14.2 Staffing Internationally Learning Objectives Be able to explain the three staffing strategies for international businesses and the advantages and disadvantages for each. Explain the reasons for expatriate failures. One of the major decisions for HRM when a company decides to operate overseas is how the overseas operation will be staffed. This is the focus… Read More »Staffing Internationally

14.1 Offshoring, Outsourcing Learning Objectives Be able to explain the terminology related to international HRM. Define global HRM strategies. Explain the impact of culture on HRM practices. As you already know, this chapter is all about strategic human resource management (HRM) in a global environment. If this is an area of HRM that interests you,… Read More »Offshoring, Outsourcing

Chapter 14: International HRM Things Weren’t What They Seemed When your organization decided to go “global” two years ago, the executives didn’t know what they were getting into. While the international market was attractive for your company’s product, the overall plan wasn’t executed well. The organization was having great success selling its baby bath product… Read More »International HRM

13.2 Health Hazards at Work Learning Objective Be able to explain health concerns that can affect employees at work. While OSHA covers many areas relating to health and safety at work, a few other areas are also important to mention. Stress management, office-related injuries such as carpal tunnel syndrome, and no-fragrance areas are all contemporary… Read More »Health Hazards at Work

13.1 Workplace Safety and Health Laws Learning Objectives Be able to explain OSHA laws. Understand right-to-know laws. Workplace safety is the responsibility of everyone in the organization. HR professionals and managers, however, play a large role in developing standards, making sure safety and health laws are followed, and tracking workplace accidents. Section 13.1.1 “Occupational Safety and… Read More »Workplace Safety and Health Laws

Chapter 13: Safety and Health at Work Training for Safety As the HR manager of a large construction company, your workers’ health and safety is of paramount concern. Last week, you reported an incidence rate of 7.5 accidents per 100 employees to the Occupational Safety and Health Administration (OSHA). When you compared these numbers to… Read More »Safety and Health at Work

12.3 Administration of the Collective Bargaining Agreement Learning Objective Be able to explain how to manage the grievance process. A grievance procedure or process is normally created within the collective bargaining agreement. The grievance procedure outlines the process by which grievances over contract violations will be handled. This will be the focus of our next section. Procedures… Read More »Administration of the Collective Bargaining Agreement

12.2 Collective Bargaining Learning Objectives Be able to describe the process of collective bargaining. Understand the types of bargaining issues and the rights of management. Discuss some strategies when working with unions. When employees of an organization vote to unionize, the process for collective bargaining begins. Collective bargaining is the process of negotiations between the company and… Read More »Collective Bargaining

Chapter 12: Working with Labor Unions Unhappy Employees Could Equal Unionization As the HR manager for a two-hundred-person company, you tend to have a pretty good sense of employee morale. Recently, you are concerned because it seems that morale is low, because of pay and the increasing health benefit costs to employees. You discuss these… Read More »Working with Labor Unions

11.3 Completing and Conducting the Appraisal Learning Objectives Be able to discuss best practices in performance review planning. Be able to write an improvement plan for an employee. So far, we have discussed the necessity of providing formal feedback to employees through a systematic performance evaluation system. We have stressed the importance of making sure… Read More »Completing and Conducting the Appraisal

11.2 Appraisal Methods Learning Objective Be able to describe the various appraisal methods. It probably goes without saying that different industries and jobs need different kinds of appraisal methods. For our purposes, we will discuss some of the main ways to assess performance in a performance evaluation form. Of course, these will change based upon… Read More »Appraisal Methods

11.1 Performance Evaluation Systems Learning Objectives Define the reasons for a formal performance evaluation system. Explain the process to develop a performance review system. A performance evaluation system is a systematic way to examine how well an employee is performing in his or her job. If you notice, the word systematic implies the performance evaluation process should be a… Read More »Performance Evaluation Systems

Chapter 11: Employee Assessment A Tough Conversation As you wake up this morning, you think about the performance evaluation you will give one of your employees, Sean, later this morning. Sean has been with your company for two years, and over the last six months his performance has begun to slide. As the manager, it… Read More »Employee Assessment

10.2 Employee Rights Learning Objectives Be able to explain employee rights. Define unions and explain their relation to the HRM function. Employee rights is defined as the ability to receive fair treatment from employers. This section will discuss employee rights surrounding job protection, privacy, and unionization. Job Protection Rights If HR doesn’t understand or properly… Read More »Employee Rights

10.1 Handling Performance Learning Objectives Explain the types of performance issues that occur in the workplace, and the internal and external reasons for poor performance. Understand how to develop a process for handling employee performance issues. Be able to discuss considerations for initiating layoffs or downsizing. As you know from reading this book so far,… Read More »Handling Performance

Chapter 10: Managing Employee Performance A Dilemma You have been the store manager for a large coffee shop for three years but have never had this type of problem employee to handle before, and you schedule a meeting to speak with your HR manager about it. Jake, one of your best employees, has recently begun… Read More »Managing Employee Performance

9.2 Management Styles Learning Objectives Define the various types of management styles. Explain how we can determine which style to use in a variety of situations. Management style ties in very closely with communication style. There isn’t necessarily one management style that is better than another; they are simply different and might be used in… Read More »Management Styles

9.1 Communication Strategies Learning Objectives Explain the concept of emotional intelligence. Describe the four types of communication in the workplace. Explain the various communication styles and identify your own style. Define nonverbal communication and describe the importance of it in an HR setting. Communication, as you see in our opening scenario, is key to a… Read More »Communication Strategies

8.4 Designing a Training Program Learning Objectives Be able to design a training program framework. Understand the uses and applications of a career development program. The next step in the training process is to create a training framework that will help guide you as you set up a training program. Information on how to use… Read More »Designing a Training Program

8.3 Training Delivery Methods Learning Objective Explain the types of training delivery methods. Depending on the type of training occurring, you may choose one delivery method over another. This section discusses the types of delivery methods we can use to execute the types of training. Keep in mind, however, that most good training programs will… Read More »Training Delivery Methods

8.2 Types of Training Learning Objective Be able to explain and give examples of the types of training that can be offered within an organization. There are a number of different types of training we can use to engage an employee. These types are usually used in all steps in a training process (orientation, in-house,… Read More »Types of Training

8.1 Steps to Take in Training an Employee Learning Objective Explain the four steps involved when training an employee. Any effective company has training in place to make sure employees can perform his or her job. During the recruitment and selection process, the right person should be hired to begin with. But even the right… Read More »Steps to Take in Training an Employee

Chapter 8: Training and Development Training: Not Like It Used to Be Imagine this: You have a pile of work on your desk and as you get started, your Outlook calendar reminds you about a sexual harassment training in ten minutes. You groan to yourself, not looking forward to sitting in a conference room and… Read More »Training and Development

7.3 Implementing Retention Strategies Learning Objective Explain the strategies and considerations in development of a retention plan. As we have addressed so far in this chapter, retention and reduction of turnover is paramount to a healthy organization. Performing research, such as calculating turnover rates, doing exit interviews, and surveying employees’ satisfaction, are the first steps.… Read More »Implementing Retention Strategies

7.2 Retention Plans Learning Objectives Be able to discuss some of the theories on job satisfaction and dissatisfaction. Explain the components of a retention plan. Effective high-performance work systems (HPWS) is the name given to a set of systematic HR practices that create an environment where the employee has greater involvement and responsibility for the success of… Read More »Retention Plans

7.1 The Costs of Turnover Learning Objectives Be able identify the difference between direct and indirect turnover costs. Describe some of the reasons why employees leave. Explain the components of a retention plan. According to the book Keeping the People Who Keep You in Business by Leigh Branham (Branham, 2000), the cost of losing an employee can… Read More »The Costs of Turnover

Chapter 7: Retention and Motivation Dissatisfaction Isn’t Always about Pay As an HR consultant, your job normally involves reviewing HR strategic plans and systems of small to medium size companies, then making recommendations on how to improve. Most of the companies you work with do not have large HR departments, and they find it less… Read More »Retention and Motivation

6.5 Cases and Problems Chapter Summary A compensation package is an important part of the overall strategic HRM plan, since much of the company budget is for employee compensation. A compensation package can include salary, bonuses, health-care plans, and a variety of other types of compensation. The goals of compensation are first to attract people to work… Read More »Cases and Problems

6.4 Other Types of Compensation Learning Objective Explain the various types of benefits that can be offered to employees. As you already know, there is more to a compensation package than just pay. There are many other aspects to the creation of a good compensation package, including not only pay but incentive pay and other… Read More »Other Types of Compensation

6.3 Types of Pay Systems Learning Objectives Explain types of job evaluation systems and their uses. Be able to define and discuss the types of pay systems and factors determining the type of pay system used. Know the laws relating to compensation. Once you have determined your compensation strategy based on internal and external factors,… Read More »Types of Pay Systems

6.2 Developing a Compensation Package Learning Objectives Be able to explain the internal and external considerations of compensation package development. Know how to develop a compensation philosophy. There are a few basic aspects of compensation packages we should discuss before moving into the specific aspects of compensation. These foundations can assist in the development of… Read More »Developing a Compensation Package

6.1 Goals of a Compensation Plan Learning Objective Be able to explain the goals of a compensation plan. So far, we have discussed the process for strategic plan development and the recruitment and selection process. The next aspect of HRM is to develop compensation plans that will help in the recruitment and retention of employees.… Read More »Goals of a Compensation Plan

Chapter 6: Compensation and Benefits Matching Compensation with Core Values As you sit down to review the compensation package your company offers, one thing that stands out is that your compensation package no longer matches the core values of your organization. When your organization merged five years ago with a similar firm that specializes in… Read More »Compensation and Benefits

5.6 Cases and Problems Chapter Summary The selection process refers to the steps involved in choosing someone who has the right qualifications to fill a current or future job opening. There are five main steps in the selection process. First, criteria should be developed to determine how the person will be chosen. Second, a review of the… Read More »Cases and Problems

5.5 Making the Offer Learning Objective Explain the steps in making the offer to the candidate. Oftentimes once the decision is made to hire a candidate, HR professionals feel their job is finished. But making the offer to the chosen candidate can be equally as important as the interview process. If the offer is not… Read More »Making the Offer

5.4 Testing and Selecting Learning Objectives Explain the types of tests that can be administered as part of the selection process. Be able to discuss the types of selection models. Besides the interview, we can also look at several other aspects that may predict success on the job. If any test is to be criteria… Read More »Testing and Selecting

5.3 Interviewing Learning Objectives Explain the various types of interviews and interview questions. Discuss interview methods and potential mistakes in interviewing candidates. Explain the interview process. Interviewing people costs money. As a result, after candidates are selected, good use of time is critical to making sure the interview process allows for selection of the right… Read More »Interviewing

5.2 Criteria Development and Résumé Review Learning Objectives Be able to explain why criteria development is an important part of the selection process. Give examples of types of criteria that can be developed. Describe the advantages and disadvantages of internal and external candidates. Before we begin to review résumés and applications, we must have a… Read More »Criteria Development and Résumé Review

5.1 The Selection Process Learning Objective Be able to name and discuss the steps in the selection process. Once you have developed your recruitment plan, recruited people, and now have plenty of people to choose from, you can begin the selection process. The selection process refers to the steps involved in choosing people who have the right… Read More »The Selection Process

Chapter 5: Selection The Interview Many of us have or will sit in a waiting room with our best clothes on awaiting a job (or school) interview. You can feel your palms sweat and thoughts race as you wait for your name to be called. You look around at the office environment and imagine yourself… Read More »Selection

4.4 Cases and Problems Chapter Summary The recruitment process provides the organization with a pool of qualified applicants. Some companies choose to hire internal candidates—that is, candidates who are already working for the organization. However, diversity is a consideration here as well. A job analysis is a systematic approach to determine what a person actually does in his or her… Read More »Cases and Problems

4.3 Recruitment Strategies Learning Objective Explain the various strategies that can be used in recruitment. Now that we have discussed development of the job analysis, job description, and job specifications, and you are aware of the laws relating to recruitment, it is time to start recruiting. It is important to mention, though, that a recruitment… Read More »Recruitment Strategies

4.2 The Law and Recruitment Learning Objective Explain the Immigration Reform and Control Act (IRCA), Patriot Act, and equal employment opportunity (EEO) laws and how they relate to recruiting. One of the most important parts of HRM is to know and apply the law in all activities the HR department handles. Specifically with hiring processes,… Read More »The Law and Recruitment

4.1 The Recruitment Process Learning Objectives Discuss the need for forecasting human resource needs and techniques for forecasting. Be able to explain the steps to an effective recruitment strategy. Be able to develop a job analysis and job description. The recruitment process is an important part of human resource management (HRM). It isn’t done without… Read More »The Recruitment Process

Chapter 4: Recruitment Keeping Up with Growth Over the last two years, the company where Melinda works as HR manager, Dragon Enterprises, has seen plenty of growth. Much of this growth has created a need for a strategic, specific recruiting processes. In the past, Dragon Enterprises recruited simply on the basis of the applications they… Read More »Recruitment

3.4 Cases and Problems Chapter Summary Diversity is the real or perceived differences between individuals. Diversity can include race, gender, sexual orientation, size, cultural background, and many other differences. Multiculturalism is similar to diversity but focuses on the development of a greater understanding of how power in society can be unequal because of race, gender, sexual orientation, power,… Read More »Cases and Problems

3.3 Multiculturalism and the Law Learning Objectives Define the role of the Equal Employment Opportunity Commission (EEOC). Explain the various types of laws covered by the EEOC. As we already know, it is in an organization’s best interest to hire and promote a multicultural and diverse workforce. Sometimes though, people are still discriminated against at… Read More »Multiculturalism and the Law

3.2 Diversity Plans Learning Objectives Be able to apply strategies to create a multicultural work environment and diversity plans. Be able to create an HR plan with diversity considerations. While state and federal laws must be followed to ensure multiculturalism, the culture of the company and the way the organization operates can contribute to the… Read More »Diversity Plans

3.1 Diversity and Multiculturalism Learning Objectives Define, explain, and identify your own power and privilege. Provide reasoning as to why diversity is important to maintain profitability. Many people use the terms diversity and multiculturalism interchangeably, when in fact, there are major differences between the two. Diversity is defined as the differences between people. These differences can include race, gender, sexual orientation,… Read More »Diversity and Multiculturalism

Chapter 3: Diversity and Multiculturalism Hiring Multicultural On a Tuesday afternoon, as you are getting ready to go to lunch, you receive an e-mail from your human resources (HR) manager about the need to hire a new project manager, and there is a $500 bonus for referring a friend who successfully joins the company. Immediately,… Read More »Diversity and Multiculturalism

2.4 Cases and Problems Chapter Summary Human resource management was once called the personnel department. In the past, hiring people and working with hiring paperwork was this department’s job. Today, the HRM department has a much broader role, and as a result, HR managers must align their strategies with the company’s strategies. Functions that fall… Read More »Cases and Problems

2.3 Tips in HRM Planning Learning Objective Explain the aspects needed to create a usable and successful HRM plan. As you have learned from this chapter, human resource strategic planning involves understanding your company’s strategic plan and HR’s role in the organization. The planning aspect meets the needs of the strategic plan by knowing how… Read More »Tips in HRM Planning

2.2 Writing the HRM Plan Learning Objective Describe the steps in the development of an HRM plan. As addressed in Section 2.1 “Strategic Planning”, the writing of an HRM strategic plan should be based on the strategic plans of the organization and of the department. Once the strategic plan is written, the HR professional can begin… Read More »Writing the HRM Plan

2.1 Strategic Planning Learning Objectives Explain the differences been HRM and personnel management. Be able to define the steps in HRM strategic planning. In the past, human resource management (HRM) was called the personnel department. In the past, the personnel department hired people and dealt with the hiring paperwork and processes. It is believed the… Read More »Human Resource Strategic Planning

Chapter 2: Developing and Implementing Strategic HRM Plans The Value of Planning James stumbled into his position as the human resource manager. He had been working for Techno, Inc. for three years, and when the company grew, James moved from a management position into a human resource management position. Techno, Inc. is a technology and… Read More »Developing and Implementing Strategic HRM Plans

1.4 Cases and Problems Chapter Summary Human resource management is the process of employing people, training them, compensating them, developing policies relating to the workplace, and developing strategies to retain employees. Three certification exams, which are offered by the Human Resource Certification Institute, can be taken to show HRM skills and become more marketable. Human resource… Read More »Cases and Problems

1.3 Today’s HRM Challenges If you were to ask most business owners what their biggest challenges are, they will likely tell you that cost management is a major factor to the success or failure of their business. In most businesses today, the people part of the business is the most likely place for cuts when… Read More »Today’s HRM Challenges

1.2 Skills Needed for HRM Learning Objectives Explain the professional and personal skills needed to be successful in HRM. Be able to define human resource management and the certifications that can be achieved in this profession. One of the major factors of a successful manager or human resource (HR) manager is an array of skills… Read More »Skills Needed for HRM

1.1 What Is Human Resources? Learning Objectives Explain the role of HRM in organizations. Define and discuss some of the major HRM activities. Every organization, large or small, uses a variety of capital to make the business work. Capital includes cash, valuables, or goods used to generate income for a business. For example, a retail store uses… Read More »What Is Human Resources?

Chapter 1: The Role of Human Resources Human Resource Management Day to Day You have just been hired to work in the human resource department of a small company. You heard about the job through a conference you attended, put on by the Society for Human Resource Management (SHRM). Previously, the owner of the company,… Read More »Chapter 1: The Role of Human Resources

human resource management what is human resources skills needed for hrm todays hrm challenges writing the hrm plan tips in hrm planning selection 2 compensation and benefits 2 recruitment the recruitment process selection the selection process steps to take in training an employee types of training employee rights human resource management chapter 1 the role… Read More »Human Resource Management

principles of marketing why learn about marketing introduction to marketing 2 marketing defined marketing creates value for customers introduction to marketing in action introduction to the marketing concept marketing and customer relationships how different types of organizations such as nonprofits consumer product b2c firms and business to business b2b organizations use marketing how organizations use… Read More »principles of marketing sitemap

SAMPLE MARKETING PLAN: THE BOULDER STOP SPORTS MARKETING EVENT CONTENTS Executive Summary Company Profile Market Segmentation & Targeting Situation and Company Analysis Ethics and Social Responsibility Marketing Information and Research Customer Decision-Making Profile Positioning and Differentiation Branding Marketing Mix (4Ps) Product Strategy Pricing Strategy Place: Distribution Strategy Promotion: Integrated Marketing Communications Strategy Budget and Controls… Read More »SAMPLE MARKETING PLAN

Putting It Together: Marketing Plan Having taken an entire course and developed your own marketing plan, you’re well on your way to being an expert student of marketing. Who knows? This could be the start of an exciting career path in business or nonprofit organizations or maybe in the marketing industry itself. While the experience of… Read More »Putting It Together: Marketing Plan

Using and Updating the Marketing Plan LEARNING OBJECTIVES Discuss how the marketing plan is used to coordinate efforts between the marketing team and other parts of the organization Explain how the marketing plan is used to track progress, evaluate impact, and adjust course where needed Explain why and how to update the marketing plan Creating… Read More »Using and Updating the Marketing Plan

Introduction to the Marketing Plan in Action What you’ll learn to do: explain how the marketing plan is used by marketing and the overall organization In the first few modules of the course we discussed the importance of the marketing planning process to create alignment between marketing activities, company objectives, and the corporate mission. At… Read More »Introduction to the Marketing Plan in Action

Business Presentations LEARNING OBJECTIVES Apply recommended practices for delivering a presentation in a business setting Introduction If you think about presenting a business plan in a classroom setting, the situation is admittedly a bit staged. You are not presenting business recommendations to coworkers who will evaluate them, critique them, and come together around a revised version of… Read More »Business Presentations

Presenting the Marketing Plan LEARNING OBJECTIVES Identify appropriate media and format for presenting a marketing plan Apply recommended practices for organizing content in an informational presentation Apply recommended practices for writing and developing presentation visuals (slides) that communicate effectively Getting Started: Your Target Audience When you were developing your own marketing plan, consider how much time… Read More »Presenting the Marketing Plan

Introduction to Presenting the Marketing Plan What you’ll learn to do: present a marketing plan This marketing course was designed with the idea that everything you learn along the way will prepare you for the grand finale: creating and presenting a marketing plan of your own. Now that you’re in the final stretch of the course—perhaps… Read More »Introduction to Presenting the Marketing Plan

Focusing Purpose, Guiding Activity Marketing plans can be developed to focus in a variety of areas. A corporate marketing plan can be developed to promote the organization as a whole. Marketing plans may also focus on specific brands, products, services, market segments, and even to cover a set period of time, such as a quarterly… Read More »Focusing Purpose corporate marketing plan Guiding Activity

Elements of the Marketing Plan LEARNING OBJECTIVES Describe the purpose of a marketing plan Explain why each key element of the marketing plan is important to the marketing team’s successful implementation of the overall plan Charting the Course Ahead: The Marketing Plan Marketing exists in order to support an organization in achieving its strategic goals–for growth,… Read More »Elements of the Marketing Plan

Why It Matters: Marketing Plan Why learn to develop an effective marketing plan? In a very real way, the marketing plan is the culmination of everything you have been learning in this course. Marketing plans are designed to capture the most essential information, analysis, and insights that lead to the development of a marketing strategy.… Read More »Why It Matters: Marketing Plan

Putting It Together: Marketing Globally Global marketing is a demanding field because of the many different factors involved in the success or failure of a business venture in foreign markets. It can be fascinating because of the windows it opens into different peoples, cultures, and places around the world. It can also be fraught with… Read More »Putting It Together: Marketing Globally

Institutional Factors Shaping the Global Marketing Environment The Haitian National Palace (Presidential Palace) in Port-au-Prince, Haiti, heavily damaged after the earthquake of January 12, 2010. Besides struggling to rebuild the country after the earthquake, Haiti has had to cope with decades of political conflict and instability. LEARNING OBJECTIVES Explain how governmental regulation and available supporting… Read More »Institutional Factors Shaping the Global Marketing Environment

Cultural Factors Shaping the Global Marketing Environment LEARNING OBJECTIVES Describe how different cultural environments can affect the global marketplace and the marketing mix The Immense Impact of Culture in Global Marketing Culture refers to the influence of religious, family, educational, and social systems on people, how they live their lives, and the choices they make.… Read More »Cultural Factors Shaping the Global Marketing Environment

Demographic Factors Shaping the Global Marketing Environment LEARNING OBJECTIVES Explain the importance of evaluating the demographic profile of a country to determine product demand and acceptance Using Demographics to Guide Global Marketing Strategy Whether marketing to domestic or international markets, demographic information can provide important insights about a target market and how to address consumer… Read More »Demographic Factors Shaping the Global Marketing Environment

Introduction to Factors Shaping the Global Marketing Environment What you’ll learn to do: explain the importance of understanding how demographic, cultural, and institutional factors shape the global marketing environment While the same basic domestic marketing principles apply to global marketing, there are additional layers of complexity for marketers to consider when working across markets in different countries… Read More »Introduction to Factors Shaping the Global Marketing Environment

Applying Marketing Principles in the Global Environment LEARNING OBJECTIVES Explain how the basic principles of marketing apply to global marketing The Marketing Mix in Global Marketing Product for the Chinese market: An effective global marketing plan enables brands to tweak products for local markets while using the most effective promotional channels to reach consumers. The… Read More »Applying Marketing Principles in the Global Environment

Applying Marketing Principles in the Global Environment LEARNING OBJECTIVES Explain how the basic principles of marketing apply to global marketing The Marketing Mix in Global Marketing Product for the Chinese market: An effective global marketing plan enables brands to tweak products for local markets while using the most effective promotional channels to reach consumers. The… Read More »Applying Marketing Principles in the Global Environment

Approaches to Global Competition International Coca-Cola: Like many product companies, Coke has used a mix of standardization and localized marketing. For instance, the classic red and white colors remain the same globally while the flavor profile is adjusted slightly based on region of distribution. LEARNING OBJECTIVES Explain the pros and cons of global standardization theory… Read More »Approaches to Global Competition

Entry Strategies in Global Markets LEARNING OBJECTIVES Discuss common strategies businesses use to enter global markets Choosing a Global Entry Strategy Firms typically approach international marketing cautiously. They must analyze the market opportunity as well as their internal capabilities to determine which approach will be the best fit. Often businesses start with a lower-risk strategy and progress to… Read More »Entry Strategies in Global Markets

Introduction to Global Competition Approaches What you’ll learn to do: describe common approaches used by organizations to compete successfully on a global scale Most of the basic principles for effective marketing apply equally well to domestic and global marketing activity. However, globalization introduces a number of challenges that are unique to operating simultaneously in different… Read More »Introduction to Global Competition Approaches

Challenges of Globalism for Business Along with arguments supporting the benefits of a more globally connected economy, critics question the ethics and long-term feasibility of profits captured through global expansion. Some argue that the expansion of global trade creates unfair exchanges between larger and smaller economies. They argue that MNCs and industrialized economies capture significantly more value because… Read More »Challenges of Globalism for Business

Globalization Benefits and Challenges LEARNING OBJECTIVES Define globalization Explain key benefits and challenges of globalization Defining Globalization Globalization is a term used to describe how countries, people and businesses around the world are becoming more interconnected, as forces like technology, transportation, media, and global finance make it easier for goods, services, ideas and people to… Read More »Globalization Benefits and Challenges

Introduction to Globalization Benefits and Challenges What you’ll learn to do: describe globalization and the major benefits and challenges it poses for multinational organizations penetrating global markets We live in an increasingly globalized, interconnected world. There is a strong likelihood that clothes you’re wearing now, some of the food you’ve eaten today, and the device… Read More »Introduction to Globalization Benefits and Challenges

Why It Matters: Marketing Globally Why learn about global marketing? Suppose you’re in the marketing department for a highly successful snack food company in the U.S. You’re in a brainstorming meeting about expanding into China, and the discussion is starting to get heated. Should you lead with your company’s best-selling nacho-cheese-flavored snacks to take China by… Read More »Why It Matters: Marketing Globally

Putting It Together: Promotion: Integrated Marketing Communication (IMC) The readings in this module pulled apart the different pieces of integrated marketing communication to help you understand the role each one plays in creating and executing an effective marketing campaign.  From small-scale and simple promotional programs to massive and complex undertakings, the same basic building blocks… Read More »Putting It Together: Promotion: Integrated Marketing Communication (IMC)

Campaign Plan Components Effective marketing campaign plans require several elements that, together, paint a complete picture of what the marketing team will execute with their IMC tools. These include the following: promotional mix: identify the marketing communication methods to be used resource and budget requirements: outline the funding and other resources needed to execute the plan and explain how the… Read More »Effective marketing campaign plans

Developing a Marketing Campaign and Budget LEARNING OBJECTIVES Identify key elements of an integrated marketing communications plan, including promotional mix, tactics, timing, ownership, measurement, resources and budget requirements Explain how to create a budget for an integrated marketing communications plan Explain why it is important to consider potential risks to the business associated with an… Read More »Developing a Marketing Campaign and Budget

Introduction to Developing a Marketing Campaign and Budget What you’ll learn to do: create a marketing campaign and budget using multiple IMC tools to execute a marketing strategy Marketing campaigns can be challenging to execute because they have so many complex, moving parts. That’s why it’s essential to plan. Planning a marketing campaign helps crystallize what you are going… Read More »Introduction to Developing a Marketing Campaign and Budget

Measuring Marketing Communication Effectiveness LEARNING OBJECTIVES Discuss the importance of measuring marketing communication effectiveness Identify key performance indicators (KPIs) that are useful for measuring the effectiveness of marketing communications Why Measure? Measurement is an important aspect of marketing campaigns and other marketing activity. Measurement makes some people very nervous because it brings accountability into marketing activity. In… Read More »Measuring Marketing Communication Effectiveness

Introduction to Measuring Marketing Communication Effectiveness What you’ll learn to do: explain common tools used to measure marketing communication effectiveness After all the creativity, work, blood, sweat, and tears that go into a successful marketing campaign, your work is not done until you have measured the campaign’s impact to learn where it succeeded and where it… Read More »Introduction to Measuring Marketing Communication Effectiveness

CRM Uses in Sales and Marketing CRM systems are transformational for marketing communication because they allow marketers to use customer data to personalize their interactions to fit the unique needs of individuals. When marketers or salespeople know more about the customer–thanks to information the CRM telling them who the customer is, how she found the company,… Read More »CRM Uses in Sales and Marketing

Customer Relationship Management (CRM) Systems and IMC LEARNING OBJECTIVES Discuss how organizations use CRM systems for targeted marketing communication Using CRM to Support Marketing Communication Earlier in this course we introduced customer relationship management (CRM) systems, which serve key functions for marketing, sales, and account management. These systems capture data about customers as well as… Read More »Customer Relationship Management (CRM) Systems and IMC

Introduction to Customer Relationship Management (CRM) Systems and IMC What you’ll learn to do: describe the uses of customer relationship management (CRM) systems for marketing communication purposes An important tool for sales and marketing activities is the customer relationship management system (CRM). At their core, CRM systems are software systems used to collect and manage information… Read More »Customer Relationship Management (CRM) Systems and IMC

Case Study: IMC and Zombie Apocalypse Supporting the Sales Process In 2013, it was the height of America’s fixation with zombies. The hit TV show The Walking Dead was a popular obsession, and the highly anticipated summer blockbuster was the zombie-filled action-horror film World War Z. At the time, Christine Nurnberger was a new-to-the-job vice president of marketing. She… Read More »Case Study: IMC and Zombie Apocalypse Supporting the Sales Process

Fitting IMC into the Sales Process So where does IMC fit in the sales process? Marketing communication tools serve as the fabric woven between the consumer decision-making process and the sales process. A common set of IMC tools is responsible for helping both processes function smoothly. Taking an IMC approach to supporting the sales process helps marketers think… Read More »Fitting IMC into the Sales Process

Through the Looking Glass: Understanding the Sales Process Up to this point, we’ve emphasized the importance of getting into the minds of customers in order to market to them effectively. The consumer decision-making process outlines key stages people go through when they make purchasing decisions. Now we’re going to step through the proverbial looking glass to… Read More »Understanding the Sales Process

Introduction to Using IMC in the Sales Process What you’ll learn to do: explain how IMC tools support the sales process As you know very well by now, in every successful transaction, there’s a buyer and a seller. The consumer behavior module of this course describes the decision process consumers go through when they decide to buy something.… Read More »Using IMC in the Sales Process

The Role of IMC in Guerrilla Marketing As noted above, one telltale sign of guerrilla marketing is the way it blends multiple tactics to create maximum exposure and impact. Most guerrilla marketing campaigns incorporate multiple marketing communication methods and tools to carry out the the full vision. This makes them more than IMC compatible—they are… Read More »The Role of IMC in Guerrilla Marketing

Guerrilla Marketing Tactics: The Usual Suspects As you saw in the example of the lamppost transformed into a McDonald’s coffeepot, all kinds of spaces and urban environments present opportunities for the guerrilla marketer. In fact, guerrilla marketing initiatives can be executed offline or online. Some companies feel that an edgy, unexpected online campaign with creative guerrilla… Read More »Guerrilla Marketing Tactics: The Usual Suspects

When to Use Guerrilla Marketing This edgy marketing approach focuses on two goals: 1) get media attention, and 2) make a positive and memorable connection with your target audience. Many noteworthy guerrilla campaigns, like Nike Livestrong, focus on creating an experience that embodies the spirit of the brand. Often these projects invite people who encounter the campaign to… Read More »When to Use Guerrilla Marketing

Guerrilla Marketing LEARNING OBJECTIVES Explain guerrilla marketing Guerrilla Marketing: Thinking Outside the Box Guerrilla marketing is a relatively new marketing strategy that relies on unconventional, often low-cost tactics to create awareness of and goodwill toward a brand, product, service, or even a company. The term “guerrilla marketing” itself comes from Jay Conrad Levinson, who coined… Read More »Guerrilla Marketing

Social Media Marketing Social media marketing is the use of online applications, networks, blogs, wikis, and other collaborative media for communicating brand messaging, conducting marketing, public relations, and lead generation. Social media are distinctive for their networking capabilities: they allow people to reach and interact with one another through interconnected networks. This “social” phenomenon changes the power dynamic… Read More »Social Media Marketing

What Makes Digital Marketing Tools Unique In part, digital marketing is critically important because people use digital technologies frequently, and marketing needs to happen where people are. But digital marketing tools also have other unique capabilities that set them apart from traditional (predigital) marketing communication tools. These capabilities make them uniquely suited to the goals… Read More »What Makes Digital Marketing Tools Unique

Web Sites As Marketing Tools Web sites are very flexible, allowing organizations to build the kinds of features and capabilities they need to conduct business effectively. Common marketing objectives and Web-site functions include the following: Providing general information about an organization such as the value proposition, products and services, and contact information Expressing the brand of an organization through… Read More »Web Sites As Digital Marketing Tools

Digital Marketing LEARNING OBJECTIVES Explain digital marketing Digital Marketing: Inform, Entice, Engage Digital marketing is an umbrella term for using a digital tools to promote and market products, services, organizations and brands. As consumers and businesses become more reliant on digital communications, the power and importance of digital marketing have increased. The direct marketing section… Read More »Digital Marketing: Inform, Entice, Engage

When to Use Personal Selling Not every product or service is a good fit for personal selling. It’s an expensive technique because the proceeds of the person-to-person sales must cover the salary of the sales representative—on top of all the other costs of doing business. Whether or not a company uses personal selling as part of… Read More »When to Use Personal Selling

Common Personal Selling Techniques Common personal selling tools and techniques include the following: Sales presentations: in-person or virtual presentations to inform prospective customers about a product, service, or organization Conversations: relationship-building dialogue with prospective buyers for the purposes of influencing or making sales Demonstrations: demonstrating how a product or service works and the benefits it… Read More »Common Personal Selling Techniques

Personal Selling LEARNING OBJECTIVES Explain personal selling Personal Selling: People Power Personal selling uses in-person interaction to sell products and services. This type of communication is carried out by sales representatives, who are the personal connection between a buyer and a company or a company’s products or services. Salespeople not only inform potential customers about a company’s product or… Read More »Personal Selling

The Purpose and Uses of Direct Marketing The purpose of direct marketing is to reach and appeal directly to individual consumers and to use information about them to offer products, services and offers that are most relevant to them and their needs. Direct marketing can be designed to support any stage of the AIDA model,… Read More »The Purpose and Uses of Direct Marketing

Direct Marketing Direct Marketing: Going Straight to the Customer Direct marketing activities bypass any intermediaries and communicate directly with the individual consumer. Direct mail is personalized to the individual consumer, based on whatever a company knows about that person’s needs, interests, behaviors, and preferences. Traditional direct marketing activities include mail, catalogs, and telemarketing. The thousands of “junk mail”… Read More »Direct Marketing

IMC Support for Sales Promotions Sales promotions are delivered to targeted groups via marketing campaigns during a pre-set, limited amount of time. In order to broaden awareness, impact and participation, sales promotions are often combined with other marketing communication methods in the promotional mix. Examples of IMC support for sales promotions include: Weekly email messages to consumers… Read More »IMC Support for Sales Promotions

Trade Promotion Techniques Companies may offer a wide variety of trade promotions to wholesalers, retailers, their own sales teams, and other stakeholder groups with a vested interest in selling or reselling products or services. Among the most common are trade shows, sales contests, trade allowances, training, product demonstrations, free merchandise and push money. One of the… Read More »Trade Promotion Techniques

Consumer Sales Promotion Techniques Free samples of Starbucks Mocha Toffee Latte Most consumers are familiar with common sales promotion techniques including samples, coupons, point-of-purchase displays, premiums, contents, loyalty programs and rebates. Do you like free samples? Most people do. A sample is a sales promotion in which a small amount of a product that is for sale is given… Read More »Consumer Sales Promotion Techniques

Sales Promotions: Getting Action Now Sales promotions are a marketing communication tool for stimulating revenue or providing incentives or extra value to distributers, sales staff, or customers over a short time period. Sales promotion activities include special offers, displays, demonstrations, and other nonrecurring selling efforts that aren’t part of the ordinary routine. As an additional incentive to… Read More »Sales Promotions: Getting Action Now

Sales Promotions LEARNING OBJECTIVES Explain sales promotions Sales Promotions: Getting Action Now Sales promotions are a marketing communication tool for stimulating revenue or providing incentives or extra value to distributers, sales staff, or customers over a short time period. Sales promotion activities include special offers, displays, demonstrations, and other nonrecurring selling efforts that aren’t part of the… Read More »Sales Promotions

PR and Integrated Marketing Communication Public relations activities can provide significantly greater benefits to organizations when they happen in conjunction with a broader IMC effort, rather than on their own. Because PR focuses heavily on communication with key stakeholder groups, it stands to reason that other marketing communication tools should be used in conjunction with public… Read More »PR and Integrated Marketing Communication

Standard Public Relations Techniques Public relations encompasses a variety of marketing tactics that all share a common focus: managing public perceptions. The most common PR tools are listed in the following table and discussed below. Public Relations Technique Role and Description Examples Media Relations Generate positive news coverage about the organization, its products, services, people, and… Read More »Public Relations Techniques

When to Use Public Relations Public relations offers an excellent toolset for generating attention whenever there is something newsworthy that marketers would like to share with customers, prospective customers, the local community, or other audiences. PR professionals maintain relationships with reporters and writers who routinely cover news about the company, product category, and industry, so they… Read More »When to Use Public Relations

The Purpose of Public Relations Like advertising, public relations seeks to promote organizations, products, services, and brands. But PR activities also play an important role in identifying and building relationships with influential individuals and groups responsible for shaping market perceptions in the industry or product category where an organization operates. Public relations efforts strive to… Read More »The Purpose of Public Relations

Public Relations LEARNING OBJECTIVES Explain public relations Public Relations: Getting Attention to Polish Your Image   Public relations (PR) is the process of maintaining a favorable image and building beneficial relationships between an organization and the public communities, groups, and people it serves. Unlike advertising, which tries to create favorable impressions through paid messages, public relations does not… Read More »Public Relations

Developing the Media Plan The media plan is a document that outlines the strategy and approach for an advertising campaign, or for the advertising component in an IMC campaign. The media plan is developed simultaneously with the creative strategy. A standard media plan consists of four stages: (a) stating media objectives; (b) evaluating media; (c) selecting… Read More »Developing the Media Plan

The Purpose of Advertising Advertising has three primary objectives: to inform, to persuade, and to remind. Informative Advertising creates awareness of brands, products, services, and ideas. It announces new products and programs and can educate people about the attributes and benefits of new or established products. Persuasive Advertising tries to convince customers that a company’s services or products are… Read More »The Purpose of Advertising

Advertising LEARNING OBJECTIVES Explain advertising Advertising: Pay to Play A 1900 advertisement for Pears soap. Advertising is any paid form of communication from an identified sponsor or source that draws attention to ideas, goods, services or the sponsor itself. Most advertising is directed toward groups rather than individuals, and advertising is usually delivered through media… Read More »Advertising

Introduction to Marketing Communication Methods What you’ll learn to do: describe common methods of marketing communication, their advantages and disadvantages A common challenge for people new to marketing is learning about the many marketing communication tools and methods now available and understanding how to use them effectively. Fortunately, most of us have first-hand experience of… Read More »Introduction to Marketing Communication Methods

Determine the Promotional Mix Once marketers have selected marketing communications methods, the next step is to decide which specific tools to employ, when, and how much. IMC programs are very powerful when they layer communication channels and methods upon one another—it’s an approach that amplifies and reinforces the message. The next section of this module… Read More »Determine the Promotional & marketing Mix

Select Marketing Communication Methods As marketers consider marketing communication methods, several factors shape their choices: Budget: What is the budget for the marketing campaign, and what resources are available to execute it? A large budget can incorporate more expensive marketing communication techniques—such as mass-market advertising and sales promotions—a larger scale, a broader reach, and/or a longer… Read More »Select Marketing Communication Methods

 Define the Message With the marketing campaign’s objectives determined and goals defined, marketers can revisit and refine campaign messaging to fit the approach they have selected. Refer to the “Defining the Message” section of this module for further guidance and recommendations around developing a messaging framework and getting the messaging right. Part of the messaging is… Read More »Define the Message

Set S.M.A.R.T. Goals After determining campaign objectives, marketers should set specific goals for their IMC programs using S.M.A.R.T. criteria aligned with the marketing strategy. S.M.A.R.T. is acronym organizations and managers use to set clear, measurable goals. Used in the business world inside and outside marketing, S.M.A.R.T. comes from the work of George T. Doran.[2] He proposed that… Read More »Set S.M.A.R.T. Goals

Engagement Strategies In the age of IMC, it is essential for marketers to think creatively about what they are trying to accomplish with target customers through the campaign. Beyond just “pushing” a product through channel partners or “pulling” a customer in through advertising and awareness-building, marketers should consider how the campaign will draw attention, make an impact,… Read More »Engagement Strategies