مقالات

Concepts of Management

[vc_row][vc_column width="1/1"][vc_column_text]

.

Concepts of Management

.

By: Alireza Azizi

.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="32px"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_column_text css_animation="zoomIn"]

[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="32px"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_column_text css_animation="pulse"]

.

What is management?

Management is the effective and efficient deployment process of human and material resources in the planning, organizing, mobilization of resources and facilities that take place in order to achieve organizational goals and accepted value system.

Definition of Management

So far, numerous definitions are presented for management. Some of the definitions provided, as follows:

• The art of get things donethrough others
• The process through that decision-making takes place
• Perform the functionsof planning, organizing, leading, coordinatingandcontrolling
• Scienceandart ofcoordinatingefforts andthe effortsof theorganizationanduseofresourcesto achieveorganizational goals
• Playingtherole ofa leader, source of information, decision-makingandInterfaceformembers

Management of functional vision includes tasks such as planning, decision making, organizing, innovation, coordination, communication, leadership, motivation and control. Although these definitions of management face with a bit of deficiencies or excesses are expressed In the terms of tasks, but it seems smoother than the definitions that seek to enclose a special feature of their management or add any philosophical value to the concept. However, multiple definitions of management according to its functions have differences from researchers such as Fayvl or by Gulick that simply cannot be crossed. It is clear that management science is still unable to manage its own definition. The following definition includes key concepts in its management:

• Managementis a process.
• The latent concept of management is leadinghumanorganization.
• Effective management makes good decisions and archives desired results.
• Wise allocation and consumption is called efficient management.
• Managementfocusesontargeted activities.

What are five main tasks to manage the organization?

Planning

Planning is the necessary bridge between the present and the future. In fact, it is cornerstone of the process of developing effective strategies and forms the management foundation. Other duties of director such as organizing depend on good and proper planning. The specific tasks performed in this area include: Predictions, setting long-term goals, developing strategies, setting policies and taking into consideration the short-term goals.

Organizing

Organizing encompasses all the activities that management performs and leads to power relations. In fact, they achieve a kind of harmony through the setting of tasks and relations between situations and organizational powers to. Mentioned functions include organization planning, determining the conditions of job promotion, job description, characteristics of the job, field supervision, coordinating, planning and job analyzing.

Creating Incentives

It is a process to influence people, so that they achieve certain goals. The purpose of creating incentives is things to do in shaping human behavior. Specific actions are done in this area include: leadership, communication, formation of working groups, adjustments in behavior, job satisfaction and restructuring.

Human Resource

Activities that takes place in human resources field rotates around HRM. The work that is done in This area include Determination of wages and salaries, employee benefits, interviewing, selecting, hiring, firing, training for staff, personnel security, law enforcement, labor union relations, career path development, disciplinary policies. Taken attempts at implementing the strategies play an important role in human resources.

Applying Control

Purpose of controlling refers to activities conducting that manager performs to ensure that actual results will be consistent with the planned results. The work are done in This area, include: quality control, finance control, sales management, inventory control, cost control, deviation analysis, individuals rewarding and encourage.

Management in organization to achieve goals must be fully implemented those mentioned tasks. Today, organizations need to strategic management to make managers able to implement and manage the development, implementation and strategy evaluation. To understand more about modern management and strategic management in all organizations there is a need for further research and study.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="64px"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_column_text css_animation="rotateInUpRight"]

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="100px"][/vc_column][/vc_row]

Concepts of Marketing

[vc_row][vc_column width="1/1"][vc_column_text]

.

Concepts of Marketing

By: Alireza Azizi

.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="32px"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_column_text css_animation="zoomInUp"]

[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="32px"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_column_text css_animation="pulse"]

.

Definition of Marketing

Marketing is the process by which companies create value for customers and establish a strong relationship with them to receive values mutually. This definition is stated by Philip Kotler on marketing issue. But many definitions of marketing stated, all refer to a concept.

Main Concept

In a broader definition, marketing is social and management process by which every person will meet needs and demands through exchanging value with others. Very simply, marketing involves creating transactional and valuable relations with the customer. Therefore, we define marketing as: Marketing is the process by which companies create value for customers and establish a strong relationship with them to receive values mutually.

Marketing Process

Marketing process is done in four steps, that company by understanding customers, creating value for customers and building strong relationship with them. In the final step, company will earn its own reward by creating value for the customer. By creating value for the customer company receives its reward as sales, profits and capital of long-term customer relationships. So these four steps are: understanding the market and customer needs, designing a customer-oriented strategy, creating a marketing plan to provide superior value, establishing beneficial relationships with customers and satisfying them. If these four steps implemented fully and properly, its answer will be receiving the value of customer in order to make a profit and quality.

History of Marketing

Principles of official business that originates from the United States of America was taught in several universities of the USA as a separate business class. it is considered that as of commerce principal is passed through following three stages: “Production Period” where marketing was limited only by the production constraints (up to 1930); “Sales Period” in which company’s marketing productions imposed on the market (up to 1950); “customer Period” where the customer was located at the center of all marketing activities. In the 21st Century marketing has entered the era of interactivity.

Fundamental change in the definition and purpose of marketing in the 21st century is that as a business principle, it is expanded beyond mere facilitating the exchange of virtual and transacting between producers and consumers. In the beginning, the main focus of marketing was on the interest of the manufacturer. Products deliver to the customer at the right time, place and price. Early marketers’ basic premise was that manufacturers control the market. Management, functions, roles and processes all were placed around this model of management with a focus on manufacturers. This assumption is no longer valid in the information age of the 21^st century.

Now in the early twenty-first century, what is the marketing? A new successful or accepted model that doesn’t exist in a large scale of world market dynamics (and often illogical), fickle and unpredictable customers that don’t fit a classic analysis; purchasing patterns and market forecasts; increasing in intangible services; market segmentation and new combinations; beyond the old and industrial categorizing; Increasing power of customers, and new marketing techniques and tools; or still it is not interpreted by organizations and marketing processes.

In the 21st century, markets have become more complicated and more globalized, so marketing as a professional principle have been changed that as a new profession lacks global transparency, classification, description of roles and tasks. Various companies and organizations wishing to make a definition on marketing based on their field style. Some companies still misdiagnosis marketing with sales; some of them even consider marketing as a subset of the sale. Others consider sales as a subset of marketing (which this case is more accurate). A small number with more reality recognize sales and marketing as management separate principals.

How should be our attitude to marketing? There is another strong argument that marketing is everyone’s role and not just the responsibility of the marketing department. “Marketing importance is much more than to be left only to the marketing department” David Packard on of Hewlett-Packard founder says. A modern view suggests that people who call themselves as marketing managers, in fact they are consultant and developer experts that stimulate and inspire the entire organization into the frame of mind,   market-oriented or customer-centric strategies and practices.

In general, marketing is a strategic activity and an approach that focuses on outcomes of operations related to attract more consumers, to purchase your products frequently so that your company achieves more money. And it can be achieved only by implementing a comprehensive marketing program. In which specialists and marketing managers are able to design and implement a marketing plan to analyze the market and identify the needs of consumers.

Wherever and whenever the four principles of “need, needy, factors cover the needs and trade” exist, marketing and market govern there.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="64px"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_column_text css_animation="rollIn"]

[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="100px"][/vc_column][/vc_row]

Concepts of Sales

[vc_row][vc_column width="1/1"][vc_column_text]

.

Concepts of Sales

By: Alireza Azizi

.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="32px"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_column_text css_animation="rotateIn"]

[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="32px"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_column_text]

.

.

Who sells? The salesman sells. Many people in society look at a salesman as a non-desirable job and see him an ordinary person. But undoubtedly they are wrong because not sale is something cheap and not a salesman an ordinary person. If I take into consideration entire Tehran salesmen only 10% of them have art for sale and this percent take 80% of sales profits and the remaining 90% are awarded only 20% of their sales profits. It’s more interesting that among this 10% salesman only 2% earn 80% profit. Now do you think sale is something cheap and salesman is a person without any kind of expertise!

Art of Sale

I know the art of sales more valuable than any other arts because few people in world have the original art of sales. If a salesman wants to achieve that 2% of those famous salesmen, the five capabilities are needed:

1. The firstfactoristhe most important indicatorof salesman that depends on thecharacterandtalent ofthe individual. In simple words art of sales must be flowed in the blood stream.
2. InteresttoSales is the second factor of successful salesman. Surelyifsomeonedoes not loveitsworkcannotbe successfulinit.
3. Identifyingcustomers through their behavior at thetime of purchase anddividetheminto several groupsof ethics that in case of having the above two factors thiscapabilitycan be learned.
4. The power ofempathy, in other words, putting your mind instead of customer and identifying customer taste. Toperformthisoperation,the sellermustbementallyrelaxed and has an expressive and beautiful
5. Notconvincedof thebenefits, that means there’s alwaysmoreprofitablethanSalesto

Now, in your opinion how valuable is art of sales and how hard is being sales.

Many organizations put the sales next to marketing or combine them together. This wrong thought has always challenged the sales and marketing process. Various companies and organizations wishing to provide a definition of marketing based on field style. Some companies still misdiagnosis marketing with Sales. Some of them even consider marketing as a subset of the Sales. Others consider sales as a subset of marketing (which this case is more accurate). A few people with more reality know the marketing and sales as separate management principals.

General definition and Sales history

In practice, exchange of any valuable thing such as goods, stocks, cash, services, or information conclusively and permanently or temporarily In lieu anything of value such as goods, securities, cash, services or information again conclusively and permanently or temporarily called Sales.

This definition is almost equivalent to marketing and has fundamentally different nature with what is defined as sales in most civil law countries (such as Iran) and also In Islamic Jurisprudence. According to the rules sales only occurs at the time of permanent transfer of the property to someone and something is paid for that.

While in our definition, teacher who is looking for a student for tutoring, agency who finds a customer for a stock in bourse hall, when in a money exchange cash will be exchanged for cash, when a bank makes loans to its customers, when a patient visits a doctor, When someone rents a car or the apartment is rented, everything is considered to be Sales.

What is the purpose of Sales? What are salesmen benefits from the Sales?

The ultimate goal of salesmen is commercial competition that means “The process of debate and hegemony among any of the salesmen In order to achieve a specific business goal like attracts more customers for their products and profits and more market share. In economic science, there is no doubt in benefits of competition in business if the market environment is free of any discrimination and unlawful barriers. Accordingly, the salesman will be the winner of the competition that is more efficient and competent. Such a salesman will be more successful in attracting customers and selling products and others who cannot compete with him had to leave the market and this is the just laws of nature. In summary, due to salesmen and thus the competition rules to regulate the market, salesmen shall have the sole aim of increasing efficiency which automatically leads to the enhancement of consumer welfare.

The above study shows that the Sales in today’s world are very different from the past and sales management job is specialized and requires professionals and understanding that the salesmanship has a lot of importance in the community is still difficult for many individuals and organizations. But in general salesman can change customer needs and their purchasing taste. Even his art could cause cost fluctuations. Sales are the final part of comprehensive market plan. But after-sales marketing programs focuses on consumption analysis and support. But in terms of financing and attain profitable Sales is the last step that proper implementation is more important.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="64px"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_column_text css_animation="rollIn"][/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="100px"][/vc_column][/vc_row]

Concepts of Customer Relationship Management

[vc_row][vc_column width="1/1"][vc_empty_space height="32px"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_column_text]

Concepts of Customer Relationship Management

.

(CRM)

By: Alireza Azizi

November 05, 2014

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="64px"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_column_text css_animation="zoomIn"]

[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="32px"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_column_text]

.

.

CRM means customer relationship management. Generally CRM is a complete set of processes and technologies of software and hardware in order to manage relationships with current and potential customers. The main functions of this system include identifying, encouraging, developing, maintaining and providing better service to the customers and reporting of these processes is a desirable feature of this system. CRM is a business strategy to select and manage customers in order to optimize and enhance the value of corporate as well as sale in the long run. Customer relationship management is a comprehensive business and marketing strategy that integrates technology, processes and entire business activities around the customer. CRM is an integrated information system for planning, scheduling and activities controlling before and after the sale of organization in order to empower clients to interact with the organization through various means such as website, telephone, etc. CRM states its tasks at three operational, analytical and co-operational phases which include:

1. Operational that is responsible for automation of basic business processes such as sale, marketing and etc.
2. Analytical that deals with customer behavior analysis and business intelligence implement.
3. Co-operational which guarantees the contact with customers via telephone, email, fax, web, etc.

The operational part that is the most important and basic system typically involves three general business fields, Sales Force Automation(SFA), Customer Service and Support (CSS) and Enterprise Marketing Automation (EMA).

In the field of EMA or marketing department, some information is reported regarding to competitors, market trends and macro-environmental variables in the system.

In the field of SFA or sale management department some of the sales process and company’s sales management are performed. This section seeks to collect information about shopping habits, customer friendly and customer tastes and demographics of customers and sales staff’s performance.

In the field of CSS or customer service department, system is optimization agent of some services such as information request, complains, return items, product support and so much more.

CRM Strategy

CRM as a planned strategy trains you about understanding the needs of more customers by staff training and guidance to strength the relations between people in an organization and its customers. The progress and success of an organization depends on good and continually communication with the customers and the success comes with customer relationship management.

The benefits of customer relationship management system are as follows:

1. Speedin satisfyingtheneeds and demands of
2. Theopportunity toseethe customeragain.
3. The cost saving are used in advertising and introducing the organization services.
4. Increasing theutilityandquality ofthe marketing processthatwill lead tomore sales.
5. Learn more aboutthe needs,demands andcustomerinterests.
6. Finally, receiving the positive from customer that incentive tosell more, provide more servicesandincrease
7. Increasing quality and quantity levels of customer services.
8. Reducingcustomer problemsand therebyreducingcustomerdissatisfactionandtheir objections.
9. Organizing and coordinating between the company’s vision and company’s marketing and advertising operations.
10. Activities reduction and strict energy dissipation that are applied while achieving the sale phase and leads wasting of company’s human and financial capital.

Undoubtedly it can be said that customer relationship management system is the best and most useful system to communicate with the customer. You may be able to work without this system, but you can never create a sustained and continuous growth.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="64px"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_column_text css_animation="rotateIn"]

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="96px"][/vc_column][/vc_row]

Concepts of Advertising

[vc_row][vc_column width="1/1"][vc_column_text css_animation="zoomIn"]

.

Concepts of Advertising

.

By: Alireza Azizi

.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="32px"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_column_text css_animation="zoomIn"]

[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="32px"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_column_text]

.

.

Definitely you are aware of the meaning of advertising; thereby I will start with an example that you learn more and more deeply about concept of advertising. If I imagine any business as a tree that sales are its branches, and marketing is the tree trunk, roots certainly form advertising. In other words, smart and powerful advertising accompanied by more sales or strong roots of a powerful tree trunk accompanied by more leaves as well.

What advertisement do you consider as a successful ad?

I think depends on whether it is done by writing, on TV or billboards. But in general and my opinion any ad that is placed in the context of culture and value systems of consumers, leading to laugh, cry or shock the audience is a successful ad.

Approach and concept of advertising

Advertising itself is never a comprehensive strategic plan but it is one part of a business plan that is designed and carried out according to marketing plan, field research and market analysis. Advertising is a way to bring the voice of organization, brand or product to consumer. So advertising is a collection of tools and ideas for talking to the customer.

Advertising tools are immense and diverse. From a newspaper ad up to the billboard, and TV teaser are called advertising tools. Sometimes people also can be used as an advertising tool. There is no limitation on the means and methods of Advertising. But for accurate use and acceptable performance planning of advertising is needed. Advertising professional must be used for the design and implement a program. We don’t have the necessary expertise and skills in sociology and generation of ideas.

However, to better understand the concept of advertising and specialized understanding of advertising, we describe eight titles to insert advertising. Actually these are eight ways of advertisement insertion. Here, we explain three of them.

Direct Title

Direct title without the word, hidden meanings, ambiguity and pun directly raises offer for sale. For example, ((carpets with 25% discount)). This notice invites customers to buy it directly. And many people will be redirected to your store.

Indirect Title

This title works indirectly and by creating sentences that lead the customer to think. This causes curiosity and the reader finds the answers within your advertising text. Consider an ad for the industrial mixer, it says” ten million to one, we can mix it”. Initially, these will amaze you, but after reading you will find that “ten million to one” refers to the power of mixer that is able to mix two fluids together with ten times difference in concentration. This title has a double meaning, and you’re forced to read the text.

How Title

This title is magical. Undoubtedly, the success of this title is a little more than others. How titles offer comprehensive and accurate promises, proper guidance and solutions to your problems. “How can I turn a simple party into a banquet?”, “How can I write faster and better?”, “How can you quit smoking for thirty days…or else you get your money back”.

Other topics include imperative title, certified title, justification title, fed title, Interrogative title that each one has a general method and formulation to insertion of any advertisement.

Advertising strategy can be designed and implemented in three ways:

1. Strategy of pressure
2. Strategy of tension
3. The combination of pressure and tension strategies

These methods are general techniques and can show different meaning and figures in different situations but the structure doesn’t change.

Advertising in general has four-task in a strategic marketing plan. They include Emotions stimulation, buyer guidance, product introduction and mental portraying of the company.

No ads without planning can earn more than its cost

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="64px"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_column_text css_animation="lightspeedIn"]

[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/1"][vc_empty_space height="96px"][/vc_column][/vc_row]