A Description of Marketing Essay Example for Free

A Description of Marketing Essay Philip Kotler has defined marketing as satisfying needs and wants through an exchange process. The marketing concept is the philosophy that firm should analyze the need of costumer and then make decision to satisfy those needs, the better than competition. A marketing plan is a comprehensive blueprint which outlines an organizations overall marketing efforts. The last step in the process is the marketing controlling. The marketing plan can function from two points that is strategy and tactics. In most organizations, strategic planning is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look at a practical plan which stretches three or more years ahead. Behind the corporate objectives, which in themselves offer the main context for the marketing plan, will lay the corporate mission, which in turn provides the context for these corporate objectives. In a sales-oriented organization, the marketing planning function designs incentive pay plans to not only motivate and reward frontline staff fairly but also to align marketing activities with corporate mission. The marketing plan basically aims to make the business provide the solution with the awareness with the expected customers. According to Malcolm McDonald, marketing strategies can be seen as the means, or game plan, by which marketing objectives will be achieved and, in the framework that we have chosen to use, are generally concerned with the 8 Ps that is price, product, promotion, placement, people, physical, process and packaging. See more:Â  Mark Twains Humorous Satire in Running for Governor Essay * Price is the amount of money needed to buy products * Product is the actual product * Promotion is getting the product known by all people. * Placement is where the product is sold * People is represent the business * Physical environment is the ambiance, mood, or tone of the environment * Process is the Value-added services that differentiate the product from the competition e.g. after-sales service, warranties * Packaging is how the product will be protected A marketing plan for a small business typically includes Small Business Administration Description of competitors, including the level of demand for the product or service and the strengths and weaknesses of competitors, description of the product or service, including special features, marketing budget, including the advertising and promotional plan, Description of the business location, including advantages and disadvantages for marketing, pricing strategy, and market segmentation.

Female Ideals and Their Roles in Icelandic Society Essay -- Iceland Wo

Female Ideals and Their Roles in Icelandic Society Female ideals in medieval Icelandic society revolved around a woman's behavior and actions in her marriage, work, and family domains. The historical background of Icelandic women, women’s general function in society, and the roles of female characters in the Icelandic sagas provide hints towards the common attitude towards women of the time, that is, how women were expected to act, what they were expected to do, and essentially, what the ideal woman was. To examine what an ideal Icelandic woman would have been like, it is first necessary to look at some background information on the life of women in the period. While women were nowhere near the status of men in terms of the amount of power they had, they did enjoy a lot more rights than other women in medieval Europe (Simpson 129). A woman could own her own property (Simpson 128). Being able to manage her own property and refuse a second marriage, widows enjoyed the most independence (Simpson 129). At the same time, there were many things a woman could not do. For example, a woman could not vote at the Thing, be a judge, or conduct her own lawsuit. The approval of a father, husband, or other male guardian was needed for a woman to buy or sell anything above a low value (Simpson 128). While a woman did not have power over other people, especially men, she did have power in her own domestic sphere to make decisions in the household (Dommasnes 71). In her essay "Women, Kinship, and the Basis of Power" Liv Helga Dommasnes states, "As managers of all kinds of farm products, such as food, textiles, and hides, it was in the hands of the wife to see to it that the often quite big household of many generations, serva... ...sible to get a very clear picture of women in Icelandic society through the sagas alone, the coupling of historic background with the sagas provides a clearer image of the ideal woman - strong, confident, married or widowed, loyal to her family, concerned with her family's honor, and an extremely hard worker. 12 Works Cited Dammasnes, Liv Helga. "Women, Kinship, and the Basis of Power." Social Approaches to Viking Studies. Ed. Ross Samson. Glasgow: Cruithne Press, 1991. Jochens, Jenny. Women in Old Norse Society. Ithaca: Cornell University Press, 1995. Simpson, Jacqueline. The Viking World. New York: St. Martin's Press. 1980. The Sagas of Icelanders. Ed. Thorsson, Ornolfur. New York: Penguin Group, 2000. Sawyer, Birgit and Peter. Medieval Scandinavia: From Conversion to Reformation, circa 800-1500. Minneapolis: University of Minnesota Press, 1993.

Alibaba Essay

He and his team have achieved many firsts’ in the area of Chinese Internet Trade. He founded the first internet commercial website in China, and created a 82B marketplace platform to all small and medium-sized enterprises in Asia and around the world. He promoted the â€Å"Trust Pass† plan on the website, which created the world’s first on-line credit platform for companies. Under Jack Ma’s leadership, the Alibaba 82B websites have attracted more than 17 million registered members in 220 countries globally, with daily postings exceeding 35 million, making Alibaba. om the most active Internet market place and 82B community worldwide. Since the inception of the company, more than 400 media have reported about Alibaba and Jack Ma, in dozens of languages. In addition to numerous awards presented to Alibaba. com, Jack Ma was lso selected by the World Economic Forum as one of the 100 Young Global Leaders in 2001; was named Business Leader of 2001 by Asia Commerc e Association of USA; and was featured on the covers of Forbes Magazine, Nikkei Magazine, and Fortune (China) Magazine. In 2004, Jack Ma was honored as one of the â€Å"Top 10 Economic Personas of the Year† by CCTV. In 2005, Fortune Magazine ranked him one of the â€Å"25 Most Powerful Businesspeople in Asia† and this year Business 2. 0 ranked him 1 5th among â€Å"50 Who Matter Now† and Silicon. com ranked him 1 lth among its top 50 â€Å"Agenda Setters 2006. † company, Alibaba. om builds its business success and rapid growth on entrepreneurship, innovation, and service. Says Jack Ma: The company will remain a ‘start-up’ no matter how long it has been in existence. What ever has been stable, I will disrupt that stability. The company needs to continue to innovate and grow. I want the employees to believe that we are a small company, no matter how big we get. I believe we can create a system and culture to perpetuate this culture of entrepreneurial and start-up spirit. To fuel the entrepreneurial and innovative spirit, along with a service attitude, Jack Ma is looking for people with the following characteristics: 1) People with a dream. â€Å"Don’t let your colleagues work for you. They need to work for their dreams! † If people don’t believe in the dream and Join the company purely for money, they won’t stay long (refer to Appendix 2 for Alibaba’s vision, mission, and values). 2) People with shared values. â€Å"The value system is very important at Alibaba. We are crazy for it! In China, we might be the only crazy company who so strongly maintains our value system. People who don’t fit our values cannot survive in the company. † (Alibaba’s six ore values are customer comes first, teamwork and cooperation, embracing change, integrity, passion, and honoring your Job). 3) People with a smile. â€Å"When we hire people, we look for people who are naturally optimistic and happy. In the start-up process we will meet with difficulties and challenges. Optimistic and happy people can better deal with these challenges and succeed. It’s hard to make a happy person unhappy, but it’s even harder to make an unhappy person happy. I am able to tell whether a person is on our staff by their smile. † 4) People who enjoy work and can turn stress and challenges into innovation. Employees must be able to handle pressure and challenges, and turn them into positive energy for innovation, not negative energy for depression. † 5) People who work together. â€Å"We don’t welcome people who think they are smart because they may think they are above others. This industry is so new that it really doesn’t have any real talents. The people who are real talents probably don’t know they are talents. Everyone has tremendous potential. We all use other people’s strengths to overcome our weaknesses We are all ordinary people, but our goals are extraordinary. † While Alibaba seeks people with strong rofessional skills, these characteristics are even more important in deciding whether a person will Join, stay, and enjoy working in the company. 2 Alibaba’s Unique Value Proposition † a Smiling Community with a Dream While Alibaba is clear about what kind of talent they need for business success, the question is: how can the company attract, retain, and engage such talent, especially in the startup stage, when Alibaba had limited resources? The answer is a dream, a dream to make a difference in the way people do business, and a dream to create wealth together. During the start-up stage of Alibaba, Jack Ma often told those nterested in working for Alibaba, not of the great working conditions or the high pay, of what they could earn elsewhere. Alibaba also strives to provide a community, where employees can have fun to work together to pursue their dreams with minimal bureaucracy and politics. Ma recently painted a vivid image of his ideal work environment for his employees as follows: Blue Sky Processes, systems, and decisions need to be open and transparent. There’s nothing that should be hidden from employees. We should be transparent. Solid Ground Everything we do should be honest, ethical and contribute to the welfare of the ociety. The company should be on solid financial ground so employees won’t worry about the financial future of the company. Free-flowing Ocean Talent must be allowed to rotate Jobs across subsidiaries and departments. Green Forest (R Conducive conditions for continued innovation. Harmonious Community Peers with shared values and simple interpersonal relationships. The ultimate objective of such a community is to offer employees a work environment to grow, contribute, and live out their dreams. Bureaucracy, secrecy, and stagnation are all attributes that inhibit employees, and the company must actively seek out these ehaviors and destroy them. Alibaba from the Eyes of Employees To what extent do employees at Alibaba experience what the company intends to offer? Why do they Join the company and how do they feel as employees working there? Our focus group discussion with employees in different functions and levels confirms that Alibaba is indeed a unique company to work with. The following themes and direct quotations capture their experiences and the feeling of working at Alibaba: A leader with charisma and credibility: Jack Ma is the magnet that draws people into the company and provides them with a credible dream. â€Å"When I spoke with Jack Ma, I was impressed with his vision and business model. I had been in the internet business for a while but had not seen a successful model like the one Alibaba is employing. † Tang Zhenrong, International Website Engineering Department, and one year with the company. Although the objectives for each year seem to be very high, somehow we have always managed to accomplish those objectives. With past success, we have built up confidence that we’re able to achieve the objectives no matter what they are. † Lili Li, Sales Research Department, six years with the company. The passion of Alibaba is from within and radiates outward to others. We can see that they truly believe in the company and the culture of Alibaba is built from there, not by programs or processes. † Echo Lu, Director of Organization and People Development. â€Å"The company is true to its values at all levels. When Jack Ma talks to management about hiring, he told us that we must hire people With the same smell. Zhang Yu, Director of Marketing, Taobao. com Changes, challenges, and growth: People grow under tremendous pressure to change and grow. â€Å"The speed of change is three to four times that of other organizations. The objectives are ‘crazy, but when we reach and surpass the targets, we then have a profound sense of accomplishment. With the constant pressure and changes, we’re also forced to evaluate how we do our own Jobs and how we work as a team. Is it sufficient to accomplish the new objectives? Do we need to look at the challenge differently and try different things? † Zhang Yu, Director of Marketing, Taobao. om 4 Communication and transparency â€Å"Jack will meet with all new employees in a group setting, has meetings with management at least quarterly, and bi-annual staff meetings with all employees. On the intranet, there’s a BBS that allows staff to post their thoughts and opinions. Jack often interacts with staff on the BBS in an open and casual way. † Echo Lu, Director of Organization and People Development A company that cares about employees â€Å"During the SARS crisis, because of one suspected case, Alibaba made the decision in one day to have all employees work from home and to pass the required isolation period. As a result of this quick action, we contained any possible outbreak, May. Employees continued to perform Jobs tremendously well at home. We encouraged each other through BBS, phone calls, and e-mails. † Lili L’, Sales Research Department â€Å"The most positive thing to result from the SARS crisis was an enormous amount of pride for employees who went through this crisis together. They built a strong bond through experiencing this event together. It’s still a much talked about event in the company. In fact, some employees have named the day that staff were sent home to contain the outbreak, Alibaba Day, to commemorate the event. The spirit of Alibaba came alive on that day. † Echo Lu, Director of Organization and People Development Leadership and Management Practices that Create the Unique Value Proposition Leadership priority: As CEO, Jack Ma invests most of his time in three areas: vision/ mission/strategy, customers, and employees. By clearly articulating and constantly communicating the vision and mission of the company, he creates the most important foundation in attracting outstanding talent. â€Å"Don’t let your colleague work for you, but work for their dreams! Also, it is important to deeply understand customer needs, not competitor’s actions. Understanding customer needs can help Alibaba develop concrete business plans and focus on realizing its dream. Finally, it is also critical to realistically assess the competencies of employees. It will decide â€Å"how fast,† â€Å"how far†, and â€Å"how’ the company can execute its business strategy and targets in the coming year and next three years. His attentiveness to talent is reflected in two management practices. First, in the monthly senior management meeting, the first question he always asked is â€Å"How is your team doing? † instead of â€Å"How many sales has your team made? † Second, he always spends a lot of time alking around different business units and departments to â€Å"smell† how the people are doing there. If he â€Å"smells† something wrong, he will immediately talk to the unit head to identify problems and improve the situation. As a matter of fact, all senior executives at VP level and above must develop such â€Å"smelling† skills at Alibaba, to make sure that people are being managed properly. Value alignment: Strong shared values are essential in building a harmonious community where people feel comfortable working together and in ensuring that decisions and behaviors are aligned with company direction. Alibaba has gone the extra mile to make sure that people share the same values. When Alibaba hires people, they look for people with th e same â€Å"smell†Ã¢â‚¬ people who are optimistic, happy, team oriented, hard working, and willing to invest their lives to achieve an ideal. When employees Join the company, they attend at least 10 days of orientation, focusing primarily on the company’s vision, mission, and values. When the company assesses the performance of employees, 50% is tied to values and 50% is tied to business results. When employees demonstrate behaviors contrary to company core alues, they are asked to leave no matter how strong their business results are, or very important at Alibaba. People who don’t fit into our values cannot survive in the company. † Stretch opportunities and challenges: While Alibaba offers different training programs for different levels of employees in both technical and management areas, people grow rapidly by achieving â€Å"impossible† targets year after year. Although the objectives for each year seem high and unreasonable, somehow, we have always managed to accomplish those objectives. With past success we have built up the onfidence that we are able to achieve the objectives, no matter what they are,† says Lili Li, of the Sales Research Department. â€Å"At Alibaba I have been stretched and challenged. I have seen myself grow m ore than in my previous Jobs,† says Zhang Yu from Taobao. com. Indeed, Jack Ma believes that all people have potential that can be unleashed in the right environment, allowing them to stretch and challenge themselves. Ma quoted one of his favorite examples, â€Å"Several years ago when I looked at the current COO Li Qi, there was no way he looked like a COO. Nowadays, from all different angles, he really looks like a COO. Talent has tremendous potential to grow. † However, in order for people to grow under challenges, three elements are important. First is teamwork. Alibaba uses teamwork to complement individual strengths and weaknesses to achieve extraordinary goals. Second are the right people, who enjoy challenges and have fun working. Third are line managers who are accountable for personal growth within their teams. Jack Ma remarked that all line managers at Alibaba are entrusted with two scarce resources (capital and talent) to create value for the company. In addition to ensuring good financial returns, they lso need to create value for their talent in terms of their growth and retention. That’s why Jack Ma also walks around the company to â€Å"smell† how people are being managed in different departments, and why he always asks business leaders how their teams are doing in the monthly CEO review. Wealth creation and sharing: All employees of Alibaba receive stock options, and in effect are owners of the organization. At Alibaba, stock options are not a tool for retention but for reward sharing. From five cents per share to five dollars per share in 6 years, many employees have not only shown tremendous pride in the company but also shared the fruits of their collective success for the well-being of both the society and themselves. Transparency and communication: Communication is an important practice within Alibaba that helps maintain a culture of transparency to all employees. Employees have easy access to all executives, including Jack Ma, through the use of email, BBS, and face-to-face meetings (monthly, quarterly or bi-annual staff meetings). Jack Ma sets a high standard for his executives to follow by regularly interacting with employees. â€Å"All decisions are transparent, and people can see how they are made. This transparency is getting somewhat lost as we get bigger, but we’re still given a lot of information when possible. Our trust in the leaders has helped us to overcome this change in transparency. Communication is always good and strong from Sales Research Department. Advice to other CEOs When asked about what advice he would like to offer to other CEOs in China, Jack Ma suggested four: 1) Always believe people are the most important asset, and capital comes second. 2) It is not necessary to find the â€Å"best† talent but the talent that best fits your company. 3) Find and groom the talent inside our company rather than keep searching for talent from outside. The best talent is home-groomed people who fit our company culture. It always takes at least three years before people become fully immersed into our company culture 4) Believe in the potential of talent.

Importance of Faith in Young Goodman Brown by Nathaniel...

Importance of Faith in Young Goodman Brown by Nathaniel Hawthorne In Young Goodman Brown, the main character, Goodman Brown has a bout with his own faith. He ends up losing this battle because of the wickedness in everyone else’s hearts. He begins by wanting to be the evil one, then progresses to be the faithful one as the night in the woods goes on. His name has a lot to do with the character in the story. The â€Å"Young† in his name is to symbolize innocence, and â€Å"GOODMAN† is pretty self-explanatory. He goes off in to the woods and comes with a lost faith in everyone else in the town. Goodman Brown decides he wants to go off into the woods for one last night of evilness before married life really kicked in. He says, †What a wretch†¦show more content†¦They knew that the evils of the real world hid in the forest, as did Goodman. But he still went in! He let this man with the serpent staff keep him from turning around, and getting out of the woods. On page 274 the evil man says, â€Å"We are but a little way in the forest, yet.† Goodman responds, â€Å"Too far, too far,† but didn’t realize he was still walking farther into the woods! He says he has walked too far into the woods, but is still going! He is being overtaken by the evilness of the woods. Just when I thought he was turned to the evil side, Goodman sees his wife’s hair-ties. This is where he starts to turn back to the good side of life. On page 277, Goodman says, â€Å"Come witch, come wizard, come Indian powwow, come devil himself! and here comes Goodman Brown. You may as well fear him as he fear you!† This is where Goodman turns back to the good side, when he finds out the devil is consuming his Faith. When Goodman and Faith are on the evil altar, Goodman says, †Faith! Faith! Look up to Heaven, and resist the Wicked One!† Obviously Faith was evil-hearted because she was at this gathering with the devil. She went there to be inducted into the group and Goodman tried to stop her. This wasn’t a dream he was having because on page 280 it says, â€Å"while a hanging twig, that had been all on fire.† There was a twig on fire and it brushed against his cheek. Faith is an appropriate name for Goodman’s wife. It symbolizesShow MoreRelatedThe Importance Of Sin And Evil In Hawthornes Young Goodman Brown1171 Words   |  5 Pagesstory, Young Goodman Brown written by Nathaniel Hawthorne uses some of the puritan activities towards Goodmans dream, such as secrecy of sin and evil. The story introduces, a young and innocent man, Goodman Brown bid farewell to his wife but his wife did not want him to leave, so he left just for the day. He begins his walk into a dreary road, darkened by all the gloomiest trees of the forest (Hawthorne 1300) and was approached by a man also known as the devil. Throughout the trip, Goodman BrownRead More Young Goodman Brown Essay1048 Words   |  5 Pages The main theme of the Nathaniel Hawthorne’s, â€Å" Young Goodman Brown,† is the struggle between Goodman Brown’s faith, power to resist his own evil impulses and his own doubts within him. It is a story of Young Goodman Brown’s p ersonal conflict over his inner desires and its greater meaning conflict between good and evil in the world. The characteristics of Young Goodman Brown are similar to the life of Nathaniel Hawthorne. Nathaniel Hawthorne had his own doubts about his own Puritan life and beliefsRead MoreSymbolism Of Ernest Hemingway s Young Goodman Brown989 Words   |  4 Pagesdeeper meaning or importance. Hemingway uses various images and objects that project emotions and feelings that are not explained in words. They are left for the reader to infere for themselves. 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