Archive for April, 2012

Public Relations

Saturday, April 21st, 2012

Kotler and Keller (2006) complement that the activities of public relations and assessorship of the press bring high credibility, for the substances and articles in periodicals and magazines, that become more authentic and trustworthy for the reader; possibility to catch purchaser unprepared, that is those that prevents salesmen and announcements, and the dramatizao, that becomes the company or the product most concrete. In this in case that, it fits to the advertiser to direct to communication vehicles the information to be divulged, that they can (or not) be used to advantage so that notice or editorias substances is changedded into. The consideration also of the proper marketing action is important. To sponsor good programs, to approve commercial that they do not attack the aimed at consumers they are factors of much relevance and consideration. At last, all the activities of a company have of if transforming into public relations. The proper work of marketing, elaborating strategically the made up of marketing, already is by itself an important activity of image formation (WOOLS HOUSES, 1997).

Kotler and Keller (2006) still cite as tool of Public Relations, the exploration of Events and Experiences. Diverse advantages of the connection with events and experiences exist: ) Excellent, an event or well chosen experience can be seen as extremely excellent to the measure that the consumer if becomes personally involved: b) Involving, due to vivacity and to the quality in real time of the events and experiences, the consumers can find them more actively involving: c) Implicit, the events are a type of indirect not aggressive sales. 6.2.5 Personal sales As Kotler and Keller (2006) are the tool most efficient in more advanced periods of training of the purchase process, especially to increase the preference and the certainty of the purchaser and to take it the action. The personal sales possess three distinct characteristics: ) Personal interaction: the personal sales imply an immediate and interactive relationship between two or more people.

To Manage Less Is To Manage Better

Sunday, April 15th, 2012

When Jack Welch became the CEO of General Electric, in 1981, the invoicing of the company age of US$ 25 billion, with US$ profit 1,5 billion. In 1999, the sales had reached US$ 112 billion, with profit in the house of the US$ 11 billion. In 2000, with the acquisition of the Honeywell, the sales had reached US$ 136 billion and profit US$ 13,5 billion. Criticized for ones (mainly in result of the reduction of the number of used), admired for many (considered ‘ ‘ the executive of sculo’ ‘), GE with Welch was palco of great strategical innovations, as its objective of only participating of markets where it could be in first or according to place (later substituted for the concept of redefinition of the business vision), the 6-Sigma program (when the results of the traditional programs of quality revealed unsatisfactory), e-business and the Work-Out (incentive to the participation of the employees). In the book Get Better Or Get Beaten, Jack Welch defends that the company controllers must to manage less, therefore this means to manage (using the word better ‘ ‘ gerenciar’ ‘ in generic direction, ‘ ‘ management’ ‘). this is the paradox of the management. Normally the heads, controlling, directors, etc., confuse its activity with being able, supervision, watching if the employees are working. It is added this the necessity of the same ones in if keeping busy, ‘ ‘ to give exemplo’ ‘ , to reveal important.