Marketing Article Summaries Essay

The member Sustainability It Should Be About More Than the Bottom Line on Forbes.com discusses the number of the trinity female genitals bend. The article discusses the idea that being ecologic all(prenominal)y accessible derriere be conducive to a strong monetary nookie line, as rise up as a friendly and environmental one. The main(prenominal) point of the article is that if all organizations followed the principles of the three-base hit permeate line, it would lead to a higher quality of life for all, with less government interventions into the way trade is through with(p).The first words in the article be Going super acid fire be profitable, and this is an of the essence(p) issue to remember. Being amicablely conscious and environmentally friendly can positively impact the bottom line of an organization. This has mis sticknly led some organizations to decide that the most strong way to contribute to society and the earth is to create a condense on how to reduce costs and increase profits environmentally.An climax that is often more than encompassing of the true meaning of the triple bottom line is rather than having a profit first mentality, having a sustainably effectual approach that truly focuses on the expects of the people, the planet and also profit. The organizations that are taking this to internality are not strictly looking into profit. They integrate sustainability into the heart of their confederacy and go from thither. They are measured by all three areas not simply profit.The organizations that are truly putting into practice the triple bottom line are not considering the environmental initiatives as picky programs as mere window dressing they progress to these approaches are not enough. They are making much more intensive entire organisational changes. Sustainble performance is a part of everything that the organization does. It comes into play in dealing with employee way as well as how discipline s a pparatuss done. It is evident everywhere. Companies who stimulate do this work realize that in prescribe to continue to realize profits, we claim to look at how the world ordain be in 50 years.There are umpteen organizations that down the profit mentality. Everything is done for that one main bottom line. They are looking for an immediate financial payoff in the decisions that they start. Things may look good from the outside, but their environmental commitments do not trickle through to the very being of the organization.The herculean thing to change from the financial bottom line to the triple bottom line is that leadership from the top down need to buy in to the idea. The entire way of managing needs to change. In the beginning, it may not end point in things being run the most profitably.One of the reasons that this approach should be adopted is that the more common place it is, the less the government will need to be involved with the decisions in the private sector or business.In the course Marketing Principles, this very topic is discussed in Chapter 1. non barely can the triple bottom line be profitable, it can be considered to be a competitive advantage in at presents marketplace.I believe that the authors perspective is pay off on. The organizations indemnifyfully need to focus their change on all three important segments. Our world is not full of infinite resources, and we need to take responsibility for ensuring it lasts. Society is be feeler more aware of this, and it is playing an important part in the decisions we make every day.I believe that corporations who do not embrace this concept onlyheartedly will suffer financially because of it. Organizations which are not currently interest the idea of a triple bottom line really need to consider the implications of such a decision. The world is changing, and organizations need to change along with it. Gone are the eld that all we have to worry about is the bottom line. Organizati ons who do not come on board will find themselves lacking in the one area they so painstakingly tried to preserve their financial bottom line.Edward E. Lawler III. Sustainability It Should Be About More Than The Bottom Line. 15 Mar. 2012. Forbes.com. Web. 23 Feb. 2013. http//www.forbes.com/sites/edwardlawler/2012/03/15/sustainability-it-should-be-about-more-than-the-bottom-line/Jaime FriesenSteve RentonMarketing PrinciplesFebruary 24, 2013Social Media Marketing StrategyThe article ontogenesis your Social Media Strategy on Investment Executive discusses how to develop your social media strategy. The most important thing to remember is to apparel goals and to identify with your audience. The biggest hassle that exists is that organizations try to jump on the social media merchandise bandwagon with no set plan. Your social media marketing strategy needs to be as well thought out as the rest of your marketing plan.A social media marketing attempt will not be successful if you retri butive make it up as you go. A precise plan is needed. Firstly, you need to decide exactly what you are trying to do with regards to social media. The following tips are offered in the article Create a plan At a set term every month, set aside time to go over your social media goals. You need to find the gaps and opportunities that need to be addressed , and develop your monthly plan according to that. Focus on one platform at a time If you start by getting on every site out there, it will get too confusing. Remind yourself who your target market is, and focus on the beat out one for that target market. Get approval ensure that you are not posting things that need foregoing approval. Keep things general, and avoid making item recommendations. Push for education if you feel similar you dont go enough, ask for more education. This is a topic that really relates to marketing set now. Social media is the way of marketing for the prox. Unfortunately for most organizations , this means all innovative rules. Social media has changed things drastically.Marketing now requires a whole new way of doing things. People are no longer just travel down to the local store and trusting that they know best. They now have the entire world at their fingertips, and this is resulting in a well ameliorate consumer. They will compare brands, reviews, prices, etc. all without leaving the house. This article is really discussing social networks and marketing planning in the Marketing Principles course. This concept discusses how m whatsoever organizations have started to incorporate social networks into their marketing plans and strategies. The main things they are employ for is to promote brands or to be watching for product / service complaints. I think that this article has a very important point.Social media is something that seems to be inescapable for a lot of people. It is something relatively new, which can create a problem for marketers who have been around f or a long time. Preconceived ideas of how marketing has always been done need to be put aside. This is a whole new ball game. The interesting thing about social media is that everyone can participate in it. I think this is what leads to people jumping right in without thinking about it. It just looks so easy. I tick off that this is not the best idea.Marketing is such an important thing that we need to keep in mind what our marketing plan is. Keep the goals of the company at the forefront and use this idea to come up with your specific social media marketing strategy. I think its a expectant idea to revisit this monthly. Social media is everywhere, and can be an effective, inexpensive tool for marketers, but it is important to remember that it still needs to be a well thought out part of the marketing plan.Brent Jolly. evolution Your Social Media Strategy. 24 Oct. 2012. Investment Executive. Web. 24 Feb. 2013. http//www.investmentexecutive.com/-/developing-your-social-media-strat egy?redirect=%2Fbuilding-your-business%2Fsales-marketing%3Fp_p_id%3Dsearch_WAR_search10%26p_p_lifecycle%3D0%26p_p_state%3Dnormal%26p_p_mode%3Dview%26p_p_col_id%3Dcolumn-1%26p_p_col_count%3D1%26_search_WAR_search10_search%3DgenericJaime FriesenSteve RentonMarketing PrinciplesFebruary 24, 2013Ritz-Carlton A Guest Relationship Management ProgramTo continue and expand its repute for superior service, Ritz-Carlton put into place a thickening relationship management program that helps identify, profile and please as many valued guests as possible. This is detailed in the article For Ritz-Carlton, It altogether Begins with client Knowledge. Customer Relationship Management has evolved in the past 20 years. In the past, there were no computers to track everything, and it had to be done manually, which was not the most effective way to ensure that we had the most accurate, up to date information. Today is a different day. There is specialized software available to the hotel service persev erance to enable them to identify, profile and please guests. Luxury hotels especially need to countenance this superior service.Guests do not come there strictly for the amenities, they compliments staff to know their name and their preferences. In order to do this, a solid system is needed for storing and accessing information. For Ritz-Carlton, extraordinary service to its guests has always been a number one priority, and has put them at an advantage above different luxury hotels. In order to keep up their advantage, the company utilise a guest relationship management program back in 1998 called CLASS Customer Loyalty Anticipation and Satisfaction System. This system brought more consistency and ease of usage to the process. Each of their hotels employ a guest actualization manager, who is the repeat guest expert however all different hotel staff are responsible for paying attention to the guest preferences and permit the guest recognition office know.CLASS is something t hat makes business easier for them. When a guest in the database calls to book a room, all their relevant booking preferences are available to assist in the reservation process. Then, this information is accessed again prior to arrival to prepare for the guests arrival. The guest recognition team reviews the profiles of the guests that are coming in, and prepares and distributes a report outlining each departments role with respect to that guest. Most of the work is done at one time, and transfers to where it is needed. The information that goes into the CLASS system is all garnered from employees. Each employee is issued a guest preference pad. They note any guest preferences on the pad, which are then sent into the guest recognition office.A hotline is also available to share this information. The vision for the near future is that employees will be able to access CLASS on their own, thereby adding to the efficiency of the program. They are investigating portable technology, such as take hold devices. The most important part of this process s the employees. The system is only as effective as the employees who are providing the necessary information to make the system work. This article is discussing the importance of Customer Relationship Management (CRM), and how Ritz-Carlton has made this work for them.I was actually quite surprised by this article. It seems like such simple way to be gathering the information. It seems so 1998, which is when they implement this system. I would have expected a long updated system by now. I would guess that this would be quite effective, as long as the staff members are diligent in providing guest preferences. The main thing in my mind is that they need to keep their employees happy in order for this to work. I do agree that this does provide superior customer service.Michelle Delio. For Ritz-Carlton, It All Begins with Customer Knowledge. 17 Apr. 2000. Destination CRM.com. Web. 25 Feb. 2013. http//www.destinationcrm.com /Articles/CRM-News/Daily-News/For-Ritz-Carlton-It-All-Begins-with-Customer-Knowledge-47424.aspx